Instead of using the netsh command you could have Windows adding the firewall rules by enabling notification in the “Windows Firewall with Advanced Security” console.
Click on “Windows Firewall Properties” on the root object “Windows Firewall with Advanced Security on Local Computer”. From there you customize the settings on each of the profile tabs Domain, Private and Public and set “Display a notification” to “Yes”.
When this is done fire up your FTP client and connect to your FTP server. Now you’ll be prompted if you want to add a rule for your ftp program.