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The speaker expresses excitement about a program that will significantly enhance business proposal generation, highlighting its effectiveness in achieving an 80% close rate with major clients. The first key step in creating an effective proposal is crafting a strong cover letter, which is often overlooked. The cover letter is crucial as it can encourage clients to read the entire proposal amidst numerous submissions. The speaker compares it to a landing page that needs to engage the reader. A successful approach begins with acknowledging the client's problems and requirements to capture their interest from the outset.