shokwave comments on Summary of "How to Win Friends and Influence People" - Less Wrong
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It's easy to overdo, but there's still a ways to slide up the spectrum before it comes off that way. You can be like "Bob, what do you think?", instead of "Hey, what do you think" plus looking at Bob intently. Also works okay while delivering a compliment - "Bob, you're hilarious!".
Probably the optimal place to use someone's name is in close proximity to the nicest thing you're going to say in the conversation. This may train them to feel good when you say their name, at which point you probably start saying it at the start of the conversation too, to put things on a good footing.