Overcoming user inertia to a change through education. There are 16 different forms of inertia and many can be overcome directly with education. Don't underestimate this.
This is different from simply explaining the benefits of your product through marketing. You want to change their view of the world (or at least this small part of the world) so that they will change their behavior, and therefore become (or remain) a customer for your category of product.
Marketers may call this “category building”.