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The key point of the video tutorial is the importance of the cover letter in a proposal, as it encourages clients to read further. The cover letter should address the client's problem and requirements to entice them to continue reading. This is crucial as clients often receive multiple proposals and make quick judgments. It is compared to a landing page, where you need to entice the reader to keep scrolling. This approach has resulted in an 80% close rate with major clients.
