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In this video tutorial, the speaker emphasizes the importance of a well-crafted cover letter in proposals, which can significantly impact client engagement. They highlight that many people overlook the cover letter, yet it serves as a crucial first impression, encouraging clients to read the entire proposal. With clients often evaluating multiple proposals simultaneously, the cover letter should be intriguing and persuasive, similar to a compelling landing page. The speaker suggests starting the cover letter by acknowledging the client's problems and requirements, setting the stage for a stronger connection and increasing the likelihood of a favorable response.