We all tend to overrate the power of arguments we find convincing, and wrongly think the other side will be converted. It is pointless to argue a point that your opponents have already dismissed.

The answer is not to simply expose people to another point of view. Find out what resonates with them. Frame your message with buzzwords that reflect their values.

Your ideological opponents want to feel like they've been heard. The key is to let the opposition do most of the talking.

People learn lessons better when they come to the conclusion themselves. Listen to people, get them to think about their own experience, and highlight your common...