If you are interested in improving your messaging, you will find some great advice in Made to Stick: Why Some Ideas Survive and Others Die by the Heath Brothers.
The book is primarily targeted at business professionals, so if you are working on starting up your vegan business, you should take a look. But the tips in here should work for activists as well as money makers. They can help make any idea, including the evils of factory farming and the joys of vegan living, “sticky,” i.e., more likely to stay in people’s minds and have an effect on their beliefs and behavior. The brothers lay out six “hooks” to help you communicate a new idea clearly by transforming it into a Simple Unexpected Concrete Credentialed Emotional Story.
Read the first chapter to see if it works for you. The brothers also have a new book coming out soon, Switch, about how to overcome the difficulties inherent in making lasting changes. Sounds like it could also be useful.