Many people operate primarily on the emotional level. That's a polite way of saying they're stupid. Idiots. Like a child who'd rather have 4 shiny pennies than one tiny dime.
If we're not going to round them up (which, give me the infinity gauntlet and...) then we need to appeal to their idiot emotions. Find something they consider in-group, and frame whatever reasonable policy they're opposing so their benefits are foregrounded.