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Proposals are crucial for attracting more photography clients, as outlined in this tutorial. The video offers a step-by-step guide on creating an effective proposal and contract, highlighting a successful proposal template used to secure over 50 product photography clients during the pandemic. It emphasizes that proposals apply not only to photographers but to all service-based businesses. The tutorial stresses that without a signed contract, no project or deal exists, as proposals formalize discussions with clients. The importance of securing a signature is underscored, marking a commitment from clients to move forward with projects discussed.