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In this video tutorial, the speaker emphasizes the significance of a well-crafted cover letter in proposal creation. They believe that a strong cover letter can greatly influence potential clients, who often receive numerous proposals, as it encourages them to read further. The speaker notes that many people underestimate the importance of the cover letter, but it is crucial for capturing the client's attention right away. They advise starting the letter by acknowledging the client's problems and requirements to build rapport and entice them to engage with the proposal. This approach contributes to achieving a high close rate with clients, as evidenced by their success with major companies.
