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In this video, Alex Berman from Inspire Beats explains how to write a proposal. He starts by defining a proposal as a document sent to clients in B2B selling that outlines what services you provide and demonstrates your capability to deliver those services. Proposals must be customized to address the client's specific problems and the solutions you can offer, including relevant project details. He notes the importance of timing for using proposals, indicating that they are essential in certain business contexts. The video emphasizes creating tailored proposals to effectively communicate your value to potential clients.