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orthonormal comments on Marketing rationalism - Less Wrong
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Most people (even those who aren't rationalists) consider rationality to be usually a good thing. Most people who aren't Christians don't consider following the Bible to be particularly useful or meritorious. So I find your analogy unconvincing. But:
You should convince them by appealing to whatever they understand, in a way you can do with integrity. If there is no such way, then you're probably both wasting your time. I'd have thought that saying more than this would require consideration of the special characteristics of particular situations.
To expand on this: one major arrow in rationality's quiver is that practically everyone (a few genuine postmodernists excepted) values some basic concept of rationality. If this weren't so, then political actors wouldn't get such mileage out of showing inconsistencies, biases and (purported) fallacies in their opponents.
Furthermore, the vast majority of people believe themselves to be epistemically rational, now excepting some fideists of various types as well (but even these usually have arguments for doing so that appeal to some sense of second-order rationality).