In Dunn, North Carolina—a modest town by any measure—there was a newspaper that did something almost unimaginable in the world of print. The Daily Record, led by editor Hoover Adams, reached a circulation rate of 117%. Yes, you read that right—they were selling more newspapers than there were households in the town.
While newspapers across the country were struggling to hold onto subscribers, The Daily Record was thriving. Why? Because Hoover had one guiding principle for his team: “Names, Names, Names.”
The Sweet Sound of Your Own Name
Hoover believed deeply that people love to see their name in print. So much so that the paper didn’t bother covering national or state-level stories. If a story didn’t mention someone from the local community, it didn’t make the cut.
The result? The community bought into the paper—literally. People purchased multiple copies of the same edition just to have one for the scrapbook or to share with friends and family whose names appeared.
Dale Carnegie famously said,
“Remember that a person’s name is to that person the sweetest and most important sound in any language.”
Hoover turned that insight into a wildly successful business strategy.
Recognition Creates Connection
This “names-first” approach reminded me of something I shared in “The Power of Using a Person’s Name.” Over the years, I’ve learned that remembering someone’s name isn’t about having a great memory—it’s about being intentional.
When I meet someone new, I focus only on their first name. That’s the part most people connect with emotionally. To help it stick, I make an effort to use their name early and often in the conversation. The repetition reinforces it in my mind and builds rapport right away.
I also use a few tricks to anchor the name in my memory. Sometimes I’ll create a simple mnemonic. Other times, I’ll exaggerate a visual or link the person to someone I already know with that name. For example, if I meet someone named Tom, I might imagine him wearing a top hat and juggling tomatoes. It doesn’t have to make logical sense—it just has to be memorable.
One of the places I use this practice the most is in restaurants. I always try to ask the server’s name early in the meal and use it throughout our interaction—“Thanks, Maria,” or “Maria, can I get another water?” Just using someone’s name in a genuine way transforms the exchange. The energy shifts, the service warms up, and the person often smiles. That one small act of recognition makes them feel seen—and valued.
There’s a great example of this principle in action from Andrew Carnegie. When he wanted to secure a major steel contract with the Pennsylvania Railroad, he named his steel mill the “Edgar Thompson Works” after the railroad’s president. Carnegie didn’t just offer a competitive product—he used the power of a name to make it personal. That gesture helped him win the deal. He understood that recognition builds connection—and connection builds opportunity.
That’s exactly what Hoover Adams did with The Daily Record. He didn’t try to be a national or even state-level paper. He zeroed in on his local community and filled every page with names of real people doing everyday things. That’s why people bought the paper—even bought multiple copies. It wasn’t just about the news. It was about seeing themselves in the story. Hoover wasn’t just printing content—he was building loyalty through recognition.
What Businesses Can Learn from This
Whether you’re running a brick-and-mortar shop, a service business, or an online company, there are practical lessons here:
1. Use People’s Names Often and Thoughtfully In conversations, emails, invoices, or marketing materials—using a customer’s name makes your message more personal and powerful. It shows you’re paying attention.
2. Narrow Your Focus to Deepen Impact Hoover didn’t try to please everyone. He served a specific audience with laser precision. The more focused your message, the stronger it will land.
3. Recognize People Publicly When Possible Whether it’s highlighting a customer success story, posting a testimonial, or calling out team accomplishments, public recognition builds community and loyalty.
4. Make It Personal—Even at Scale With today’s technology, personalization is easier than ever. Use CRM tools, automated follow-ups, and segmentation to make sure your customers don’t feel like a number.
You Can’t Fake Caring
At its core, what made The Daily Record work wasn’t just clever content—it was genuine care. Hoover cared about his community, and the community felt it. His focus wasn’t split between chasing trends or trying to sound important. He kept it local, personal, and authentic.
When I reflect on the importance of using someone’s name—and doing it with intention—it’s not just a memory trick. It’s a form of respect. It says: “You matter enough for me to remember you.”
That small gesture goes a long way in business and in life.
What systems or habits can you put in place today to start using names more intentionally—and focus more clearly on the people who matter most to your business?
