AAFTO
The most effective endings call for action. If possible, use your last line to ask for a commitment. Salespeople call this the AAFTO – "Always ask for the order." Advertisers know a coupon placed at the end of an advertisement increases orders by ten times or more.
And in the field of direct mail, "time limit offers, particularly those with a specific date, outpull offers with no time limit practically every time."[9]
Again Churchill provides a classic illustration of how to do it. It is 1941 and Churchill is calling on President Roosevelt to provide military and economic aid to Britain. Churchill concludes his broadcast by quoting from the poet Longfellow, whose poem Roosevelt himself had sent him in January 1941. Then comes the punch ...
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