When writing for Midwest, it is important to remember to stay in the here and now. It is sometimes difficult to do this, especially when you are trying to write to sell a product; it seems almost second nature to talk about how something “will” affect the reader when trying to write something convincing and interesting. Remember that the product is for sale today, not next year. Therefore, never say will, instead use a phrase such as “are sure to” in its place. Better yet, speak to the qualities that the product possesses. State the positive traits of the product and let the reader come to the inevitable conclusion that they simply cannot live without this fantastic item. This is far more convincing and memorable to the reader.
Bad – “You will love the beauty and elegance this fishbowl will bring to your home.”
Good – “You are sure to love this fishbowl for the beauty and elegance that it brings to your décor.”
Best – “This fishbowl is both beautiful and elegant, and is a wonderful home for your beloved fish.”
Do not go back to the future when writing for Midwest; live in the moment and keep the present in your mind.