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In this video, Chris shares strategies for writing effective proposals to win clients in the photography and video services industry. He introduces the topic as a follow-up to a previous discussion on client emails and pitches. After a client expresses interest in your work and requests a proposal, Chris outlines key elements to include, such as pricing and examples of your work, while also addressing how to build trust with the client. The tutorial aims to provide actionable insights for creating compelling proposals that convert leads into business.