Today's Atlantic has an article about convincing people. The main example of the article is how liberals could convince non-liberals to support liberal policies. However, the principle would also apply to how Zionists such as ourselves could convince those who aren't committed Zionists. The essential principle is that you have to work from the "ethical code" of your audience rather than your own ethical code. Studies show that one of the main values of conservatives is group loyalty while liberal care about fairness. Yet, often conservative Jews try to convince their liberal co-religionists they are obligated to support Israel because of loyalty to the tribe. That argument is never going to work. What might work would be to reframe what it means to be fair in a way that is more favorable to Israel, thus appealing to their sense of fairness and achieving at least part of the desired result.