Over at tompeters.com you'll always find an interesting new interview each month. One I missed when it was first added back in 10/06 is with psychologist Mary Pipher, author of "Writing to Change the World" (I haven't read the book yet but plan to correct that soon).
One of her key points is that if you want to get people to consider serious topics that they'd rather not think about, you have to use humor: "I think that the only way you can hold a person's attention is if you make them laugh, if you tell them a great story, or if you form a strong, trusting, intimate relationship with the reader. They'll stay with you because they like you. Those are techniques I use when I'm talking about something that people don't want to deal with directly."
Another of her insights about how to help people change: "It's funny, because when we ask someone to do difficult tasks, it's a natural tendency to try to bolster our credibility by saying that we do them. But it's probably better to confess how hard it is for us to do them. For example, I don't eat shrimp because of the way shrimp are farm fished. It's very destructive to local ecosystems. It's one of the number one things you can do to save the wetlands of the planet. I love seafood. When I go to a restaurant with people who know that I like seafood, they'll point out a shrimp dish on the menu. I'll tell them that I don't eat shrimp and why. But when I do, I tell them how utterly hard it is for me and how every time I go to a restaurant I'm tempted to just throw that out the window. Then I'll probably mention a few other things that I do that are really terrible for the environment. Otherwise, people think you're just a pontificating know-it-all. You really have to work hard to defuse that with people."
(Have a look at the "Cool Friends" section of Tom Peters' website for other fascinating interviews.)