Abstract
In modern society advertising promotes goods and services, gives an impetus to all industries and acts as an integral part of culture which explains the relevance of the study. Sales letters are widespread as a way topopularize goods and services. The research is new because it defines different kinds of sales letters depending on the contained information: familiarizing with goods or services, making an appointment with a potential client, replying to enquiries, providing general information; and the objectives to be achieved: selling products or services, notifying customers, getting a response. The paper clarifies the definition of a sales letter, defines its structure, which includes: an image, a headline, a greeting, a lead paragraph, a body and a closing. The functions of the components of sakes letter are identified: attracting attention, announcing a product or service, highlighting the benefits and providing additional information, a call to action. The rules for writing sales letters are formulated. Copywriters can use the materials in their work which explains the practical significance of this research.
Keywords
sales letter, kinds of sales letters, definition of a sales letter, structure, functions