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The speaker expresses excitement about a program that enhances business proposals, emphasizing its impact on achieving an 80% client close rate. The key to a successful proposal begins with the cover letter, which is often overlooked but vital in capturing the client's attention. As potential clients receive numerous proposals, a compelling cover letter acts like a landing page, enticing them to read further. The speaker recommends starting the cover letter by acknowledging the client's problems and requirements to engage them immediately.