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The key point of the text is the importance of creating a great proposal for business success. It emphasizes the significance of the cover letter as the starting point of a proposal, which can influence clients to read further. The cover letter should focus on understanding the client's problem and requirements to engage them. Just like a landing page, the cover letter needs to entice and encourage clients to continue reading the proposal. This approach has been successful in achieving an 80% close rate with major clients.