They would need to be already wise, in order to love wisdom.

Wanting something good usually requires a little of it already. You cannot desire an understanding you have no taste of, and the people furthest from it are the ones least able to feel what they are missing. That is the awkward circle: the appetite grows from the first small portion, not from being told the portion is worth having. Nobody is argued into it; they are given a bit and find they want more.

So stop trying to convince anyone, including yourself, in the abstract. Offer one small real experience of the thing instead, and let the wanting come after.