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...e fouled by oil spills and wastes. Fisheries are in decline. Many species of s...it's fouled by oil spills and wastes. Fish can't even breed. Sea mammals? Take...

... to soften the opening; in my opinion softening also softens personal impact; in my opinion, softening personal impact reduces response, and that's the way we keep score. You or I might have opened the letter this way: We're in trouble, you and I. Our oceans are dying. Yes, dying. Look at any beach. Chances are it's fouled by oil spills and wastes. Fish can't even breed. Sea mammals? Take a good look while you can, because a few years from now they might be added to the melancholy list of extinct species. Please understand: I'm not criticizing the letter because whoever wrote it didn't write it the way I would have; I'm just explaining how this semi You're in trouble' opening can be shifted to a full-scale you're in trouble ... 21, This is disgusting and you're the one to fix it, ' because You're in trouble' is a direct accusation of existing involvement instead of a command for post-trouble involvement. You're in trouble' or You and I are in trouble' is loaded with dynamite, and that should be a caution as well as a challenge. The driver of a dynamite truck usually gets a bonus for safe delivery . . . and a funeral for steering into an accident. As you undoubtedly already concluded, this opening explodes with force when used for fund raising and politics. The first sentence should include the word your' or our. A fund-raising letter should begin: Right now, our oceans are in serious trouble. Coral reefs, the marine equivalent of tropical rain forests, are dying. Beaches are ...