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In this tutorial, the speaker emphasizes the importance of crafting a strong proposal, highlighting the cover letter as a critical element. They note that many people overlook the cover letter, but it plays a key role in motivating clients to engage with the proposal. With clients often receiving numerous proposals, the cover letter must be enticing, similar to a landing page, to encourage further reading. The speaker suggests beginning the letter by acknowledging the client's problems and requirements to establish rapport and draw them in, ultimately contributing to a higher success rate in securing clients.