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In this video, Alex Berman from Inspire Beats discusses how to write an effective proposal. He defines a proposal as a document sent to clients in B2B sales, explaining what services can be provided and addressing the clients' specific problems. Proposals should be customized for each client and include detailed information about the project. Berman emphasizes that proposals are essential for showcasing solutions and building client trust. He also points out that this discussion is taking place in a rented room, reflecting the informal setting of the tutorial. The importance of understanding when to use a proposal is mentioned as a key aspect of the process.