Followup to: The Most Frequently Useful Thing
What's the number one thing that goes into a book on rationality, which would make you buy a copy of that book for a friend? We can, of course, talk about all the ways that the rationality of the Distant World At Large needs to be improved. But in this case - I think the more useful data might be the Near question, "With respect to the people I actually know, what do I want to see in that book, so that I can give the book to them to explain it?"
(And again, please think of your own answer-component before reading others' comments.)
Second that. I know too many people who are unwilling to even discuss things like physicalism because they think it can only lead to overwhelming existential angst. It would be nice if the "That which can be destroyed by the truth..." principle were enough to compel people to think about things; but while there is this crippling fear of existential angst, perhaps reassurance that angst isn't permanent or even necessary is the best thing you can spread.