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In this tutorial, the speaker emphasizes the importance of creating effective proposals, highlighting that the cover letter is crucial in capturing the client's attention. Many overlook the cover letter, but it's essential for encouraging clients to read through the proposal, especially when they have multiple proposals to review. The speaker compares it to a landing page, where the initial engagement is vital for further interest. They suggest starting the cover letter by acknowledging the client's problems and requirements, aiming to connect with the client right from the beginning. This approach contributed to an impressive 80% close rate with significant clients.