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In this tutorial, Daniel Laxtons, co-founder and head trainer of Roofing Business Builder, teaches how to create a commercial roofing proposal that effectively sells itself. He emphasizes that the proposal should be structured like a sales letter, which has been an effective tool for converting prospects for over a century. While modern proposals can incorporate media, strong copy remains essential. Copy refers to the written content used in sales letters, and studying the hundred greatest sales letters can provide valuable insights for crafting the perfect copy for your proposal.