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In this video, Kelly Schaefer discusses the benefits and pitfalls of using gift certificates as a marketing tool for concierge and personal organizing businesses. While gift certificates can effectively attract clients, they also present common traps that can hinder business success. Kelly, the creator of the Concierge Academy, aims to help local businesses increase revenue and client engagement. She reflects on her own experience with gift certificates, noting they were not initially a part of her business strategy but have become a key consideration in marketing. The video guides viewers on avoiding the pitfalls associated with selling gift certificates.