I have often heard it lamented that many people today don't believe the gospel just because a preacher tells them that it is true. It's really no wonder after all how do we know something is true? Everyone has an agenda in the media today. Whether they are lefties or righties, environmental extremeists or global warming deniers, or whoever else the truth is colored. Most news media have an agenda. The way poll numbers are trumpeted like they mean something further distorts the picture. Seth Godin has a great post about numbers and marketing.
So what are we to do as Christians? We have the greatest message. We have the only hope for the world. We need to live the truth. People are looking for incarnational truth. That's why God sent His Son as a man. Because we as people needed to see the truth lived out. The people in my life and in your life are looking for something that is true. But they believe what their friends tell them over what someone in a church service tells them. So we need to befriend them and love them. Before they ask the question, "is this true?", they are asking, "Do I want to be like those people?" Before you say that isn't fair, think about this: there are very few people who would say, "I don't want to be like Jesus."