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The tutorial emphasizes the importance of a well-crafted cover letter in proposals, as it significantly influences clients' willingness to read through the document. The speaker notes that clients often face numerous proposals, making it crucial to capture their attention immediately, similar to an engaging landing page. To enhance effectiveness, starting the cover letter by acknowledging the client's problems and requirements is recommended. This approach can lead to a higher success rate in closing deals, as reflected in their own experience with an 80% close rate from major clients. The speaker expresses excitement about the potential impact of the program on participants’ businesses.