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The national-cultural specificity of the promoter's speech behavior is conditioned by the main type of his activity - speech professional communication - and the features of his linguistic personality.For the model personality of the promoter in the Russian commercial sphere is characterized by friendliness, politeness, communication skills, activity and sincerity. In modern Russian promotion there is a discrepancy between the proposed borrowed standards of speech behavior and the real situations that arise in the process of professional communication of promoters. In this connection, it is important for this sphere to create texts that take into account the Russian mentality, the peculiarities of the specific target audience, the rules of oral speech functioning, and the needs of the buyer. It is also necessary to teach the subjects of sales to operate with variable speech constructions and the formation of optimal patterns of speech behavior. The most effective formulas in the sphere of sales promotion communication for Russian market are presented in the article. Competent possession of such formulas is the most optimal way to achieve the effectiveness of professional communication.