Having analysed the move structure of English and Persian sales promotion letters, we found that both English and Persian sales letters use strategies based on their own socially shared values as well as culture-specific values and norms in order to achieve their intended purposes. The main purpose of both English and Persian sales promotion letters is promoting a product or service. Other than that, each of the two categories has their own specific communicative purposes determined by social and cultural factors. The use of unique moves in each category is largely based on these specific purposes.