Singer is known for his work in the field of applied ethics, which is distinguished from other ethical and philosophical fields by an emphasis on real-world applications. His interest in enlisting practical support for real causes results in his choice to address readers directly. After providing readers with the contact information for two notable charities, Singer speaks candidly: “Now you, too, have the information you need to save a child's life. How should you judge yourself if you don't do it?” (62). Addressing readers directly with the personal pronoun “you” lends Singer’s text immediacy and urgency; readers may disagree with Singer’s conclusions, but they cannot ignore them when confronted so directly.

The risk of using such forward language is that readers will be put off, perceiving Singer’s rhetoric as a personal, even accusatory, attack. One of his later assertions may strike readers as particularly presumptuous: “I trust that many readers will reach for the phone and donate that $200. Perhaps you should do it before reading further” (62). Later, Singer strikes a similar chord with a reminder of the austerity his policy requires: “That's right: I'm saying that you shouldn't buy that new car, take that cruise, redecorate the house or get that pricey new suit.