Changing people's minds

When I was an employee union organizer a million years ago, I was taught that there are two kinds of belief systems.  

One is rational/intellectual.  If you provide the proof and facts, then you can change the mind of a person like this.  

The other kind of belief system is simply belief - not based on facts, just based on what a person “believes” in their heart to be true because of how they were raised, or taught, or just want to believe.  This is the tough one - you have to grab people like this by the heart in order to change their minds.  It hard because it upends their entire belief system, and they don’t necessarily want that to change.  

Persuasion is very tricky, and requires a lot of listening and appealing to other parts of their belief system (love, faith, and other non-rational beliefs that guard their mind from change.)