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In this video tutorial, the speaker emphasizes the importance of the cover letter in creating effective proposals, sharing their success in achieving an 80% close rate with major clients. They highlight that while many overlook the cover letter, it is crucial for capturing the client's attention amid numerous proposals. The speaker suggests that a compelling cover letter should acknowledge the client's problems and requirements, serving as an enticing introduction that encourages the client to read further. This approach is likened to a landing page, where effective engagement is key to maintaining interest.