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In this video, Alex Berman from Inspire Beats explains how to write a proposal. He notes that a proposal is a document sent to clients in B2B selling to inform them about services offered and ensure that the proposed solutions align with their needs. Proposals should be customized, addressing the client's specific problems and detailing the solutions provided. The video aims to outline the key components of a proposal and when it is most appropriate to use one, emphasizing its role in establishing clear communication and expectations between service providers and clients.