The float bowls fill up under gravity only, and the goal here is to speed up this process.
By opening the throttle fully, the low pressure at the venturi maximizes the low pressure in the float bowl, and this low pressure 'sucks' the fuel in.
By closing the choke, which is upstream of the venturi, you are further decreasing the air pressure in the carburettor and in the float bowl, thereby increasing the 'suck' effect.
I would add one caveat to Roger's advice.
More often than not, a hot engine will refuse to fire with the choke closed, and it's possible that you could end up cranking away even though there's plenty of fuel in the carbs; thus, I would be inclined to open the choke every few seconds during cranking in the hope of hearing her fire up.