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Proposals are crucial for attracting photography clients, as explained in this tutorial. It provides a step-by-step guide on creating a proposal and contract, utilizing a template that helped the presenter secure over 50 product photography clients during the pandemic. The video emphasizes that while this advice is tailored for photographers, it is relevant for any service-based business. Proposals formalize discussions with clients and lead to agreements; without them, projects cannot proceed. A signed proposal signifies a commitment, ensuring that the sales process is completed. The video highlights the importance of having a contract to turn verbal agreements into actual deals.