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In this video, Alex Berman from Inspire Beats discusses how to write a proposal, explaining its purpose and structure. A proposal is a document sent to clients in B2B selling, outlining your services and demonstrating your ability to meet their needs. It should be customized to address the client's specific problems and detail the solutions you can offer. Alex emphasizes the importance of including comprehensive information about the project in the proposal. He suggests that proposals are particularly important in situations where you need to communicate your value to potential clients. The video serves as a guide for effectively crafting proposals.