Metrostop Paris: History from the City's Heart

He would drop into town, meet his people at lunch or breakfast, tea or dinner, and give them a "heart-to-heart talk." Then he'd dash off again on another leg of his journey. As soon as he arrived back East, he wrote to one person in each town he had visited, asking for a list of all the guests to whom he had talked. The final list contained thousands and thousands of names; yet each person on that list was paid the subtle flattery of getting a personal letter from James Farley. These letters began "Dear Bill" or "Dear Jane," and they were always signed "Jim." Jim Farley discovered early in life that the average person is more interested in his or her own name than in all the other names on earth put together. Remember that name and call it easily, and you have paid a subtle and very effective compliment. But forget it or misspell it - and you have placed yourself at a sharp disadvantage. For example, I once organized a public-speaking course in Paris and sent form letters to all the American residents in the city ...»