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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]


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