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The key point in the text is about the importance of creating a great proposal, starting with the cover letter. The cover letter is crucial in enticing clients to read through the proposal, as it can make a significant difference in closing rates. It is essential to understand the client's problem and requirements and address them in the cover letter to grab the client's attention and encourage them to continue reading. Just like a landing page, the cover letter needs to entice the client to delve deeper into the proposal.