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In this training session, Daniel Laxtons, co-founder and head trainer at Roofing Business Builder, presents a guide on creating an effective commercial roofing proposal. He emphasizes that the proposal should resemble a sales letter, which has been a successful tool for converting prospects for over a century. While incorporating media is now possible, the importance of strong copy remains crucial. He explains that "copy" refers to the text used in advertisements and sales letters. For crafting the perfect copy, he suggests reviewing the hundred greatest sales letters of all time for inspiration as you develop your proposal.