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In this marketing tutorial, Samuel from Entrepreneur Education discusses crafting a marketing proposal or pitch. He outlines a scenario where a small coffee shop seeks to increase its customer base by 50%. As marketing specialists, the focus is on developing creative strategies tailored to the client’s business model. The marketing proposal serves as a foundational document that outlines the services and value the specialist can offer during negotiations. It's emphasized that a strong proposal is essential before moving on to a comprehensive marketing plan, ensuring the expert secures the job first.