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In this video tutorial, the speaker emphasizes the importance of a well-crafted proposal, particularly the cover letter, which is often overlooked. The cover letter is crucial as it motivates clients to read through the entire proposal, especially when they receive numerous proposals. The speaker suggests starting the cover letter with an acknowledgment of the client's problems and requirements, akin to enticing visitors on a landing page. The goal is to create engagement from the outset, which has contributed to their impressive 80% close rate with major clients.