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The video tutorial emphasizes the importance of proposals in securing photography clients, particularly for service-based businesses. It provides a step-by-step guide on creating an effective proposal and contract, using a personal template that helped the creator acquire over 50 product photography clients during the pandemic. The tutorial stresses that without a contract, there is no project or deal; a proposal formalizes discussions with clients and solidifies the agreement with their signature. The creator highlights that verbal agreements are not enough, as there will be no deal until a client signs the proposal.