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Proposals are crucial for attracting more photography clients, as outlined in this video tutorial. It provides a step-by-step guide on creating an effective proposal and contract, demonstrating the presenter's template that successfully gained over 50 product photography clients during the pandemic. The tutorial emphasizes that these strategies are applicable not only to photographers but also to any service-based business. A proposal formalizes discussions with clients, converting verbal agreements into signed contracts, which are essential for finalizing deals. Without a signature, there is no commitment, making proposals a vital component of the sales process.