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In this video, Alex Berman from Inspire Beats discusses how to write a proposal. He defines a proposal as a document sent to clients in B2B selling, explaining the services offered and how they address specific client problems. Berman emphasizes the importance of customizing proposals to include relevant solutions and comprehensive project details. He also hints at situations where proposals are most effectively utilized. The video aims to guide viewers through the proposal-writing process, ensuring clarity and relevance to client needs.