The toughest approach you can ever take is to try to change the reader’s mind.
In fact, within the context of writing sales copy, it is pretty much impossible to change someone’s mind.
Let’s look at an example – trying to sell cheese that is made from raw milk.
Out of all the people who are in a position to buy this cheese, there are two groups.
The first group believes that raw foods are good for you, and that the various bacteria found in raw milk are also good for you.
The second group believes that raw milk is dangerous, and that the bacteria could make you sick, or even kill you.