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This video tutorial emphasizes the importance of proposals in securing photography clients, particularly during the pandemic when the speaker gained over 50 product photography clients. It provides a step-by-step guide on creating an effective proposal and contract, applicable not only to photographers but to anyone in a service-based business. The tutorial highlights that without a signed contract, no project or deal is confirmed, asserting that proposals turn verbal agreements into formal commitments. The video stresses that a signature signifies a new client, reinforcing the role of proposals in the sales process, as deals are only finalized with client signatures.