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In this video, Alex Berman from Inspire Beats discusses how to write a proposal, beginning with an introduction to what a proposal is. He explains that a proposal is a document sent to clients in B2B sales, detailing what services are offered and how they address the client's problems. It should be customized to outline both the client's issues and the solutions provided. The video emphasizes the importance of proposals in effectively communicating the value of services to potential clients and highlights customization as a key factor for success.