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In the video tutorial, Alex Berman from Inspire Beats explains the purpose of writing a proposal, which is a document sent to clients in B2B selling. It serves to inform clients of the services offered and demonstrates the provider's capability to deliver those services. Proposals should be customized, outlining the client's problems and detailing the solutions that can be provided. Key components include project specifics and timelines. Alex emphasizes the importance of proposals in establishing clear communication and expectations between service providers and clients, indicating they are best utilized when discussing potential projects with clients.