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In this video tutorial, Alex Berman from Inspire Beats discusses how to write a proposal. He explains that a proposal is a document sent to clients in B2B selling, outlining the services offered and how they address the client's problems. Key points include the importance of customizing proposals to fit the client's needs and detailing the project solutions. He emphasizes that proposals serve to inform clients about what to expect and how the service provider will deliver on their promises. The tutorial aims to clarify when and how to effectively use proposals in business interactions.