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In this video, the speaker discusses a key tip for making architecture proposals stand out. They emphasize the importance of understanding the distinction between features and benefits in marketing. Using a car as an example, the speaker illustrates that salespeople often highlight features (e.g., automatic window rolling, climate control) rather than focusing on the benefits these features provide to the customer. The speaker suggests that many architects overlook this strategy, which is commonly used by skilled proposal writers, and encourages architects to adopt this approach to enhance their proposals in the competitive architecture business.