This lecture by Obama transition team member Greg Simon is worth a watch (click the Flash icon in the top right). While ostensibly about advocacy strategies for lobbyists, the fundamentals of what he talks about are applicable to marketing of ideas much more generally – commercial marketing, creative writing, and so on. The first 40 minutes or so are particularly worth paying attention to.
Essentially, marketing your ideas – what Greg euphemistically calls “getting someone to listen to your iPod” – comes down to providing an emotional reason for them to listen to you and buy into what you’re saying. This lecture is a great starting point for thinking about how to do that, and provides lots of food for thought.