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In this video tutorial, Alex Berman from Inspire Beats discusses how to write a proposal. He explains that a proposal is a document sent to clients in B2B selling, designed to communicate what services you offer and how you can meet their needs. Proposals should be customized to address the client's specific problems and detail the solutions you can provide, along with relevant project information. Berman emphasizes the importance of proposals in effectively conveying your capabilities and fostering client understanding of your offerings. The video also indicates that there are specific circumstances when a proposal is most appropriate.