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In this tutorial, the speaker emphasizes the significance of a compelling cover letter in proposal creation, highlighting its role in encouraging clients to engage with the proposal. A well-crafted cover letter is essential, as clients typically receive multiple proposals and may form quick judgments. The speaker advises starting with a statement that acknowledges the client's problems and requirements, making the proposal more appealing and increasing the chances of a high close rate, as experienced with notable clients. This approach is seen as crucial in differentiating proposals and ensuring clients take the time to read through them.