Instead, I tell people who might find Less Wrong interesting that they might find Less Wrong interesting, and let them ponder the rationality material on their own without having to face a more-rational-than-thou competition.
This phrase jumped out in my mind as "shiny awesome suggestion!" I guess in a way it's what I've been trying to do for awhile, since I found out early, when learning how to make friends, that most people and especially most girls don't seem to like being instructed on living their life. ("Girls don't want solutions to their problems," my dad quotes from a book about the male versus the female brain, "they want empathy, and they'll get pissed off if you try to give them solutions instead.")
The main problem is that most of my social circle wouldn't find LW interesting, at least not in its current format. Including a lot of people who I thought would benefit hugely from some parts, especially Alicorn's posts on luminosity. (I know, for example, that my younger sister is absolutely fascinated by people, and loves it when I talk neuroscience with her. I would never tell her to go read a neuroscience textbook, and probably not a pop science book either. Book learning just isn't her thing.)
Depending on what you mean by 'format', you might be able to direct those people to the specific articles you think they'd benefit from, or even pick out particular snippets to talk to them about (in a 'hey, isn't this a neat thing' sense, not a 'you should learn this' sense).
If it's worth saying, but not worth its own post (even in Discussion), then it goes here.
If continuing the discussion becomes impractical, that means you win at open threads; a celebratory top-level post on the topic is traditional.