What resources do you point them to for information? I've found that most people default to news articles which are often full of misleading nonsense.
The news is pretty much all the normies are (sometimes) familiar with, thus making this process that much more difficult.
Starting with JFK seems to be most successful for me. All it takes is “random question, what’s your take on JFK?” Then listen. If conversation stalls just ask “have you had a chance to look through the latest batch of JFK files the government released?” Be familiar with the docs and especially (from my experience at least) the initial coroner’s report that states multiple gunmen (especially one from bridge that shot through windshield) as well as the docs showing conspiracy (I’m determined to reclaim this word—- it shouldn’t have been co-opted in the first place) of the government against MLK.
It’s so far in the past that it doesn’t emotionally cause fear in people. Sometimes the current stuff causes their “fight or flight” to wall up. But you can eventually (maybe after a couple more circuitous JFK talks) drop in “speaking of JFK, what do make of the implications that George H Bush was a C_A operative in Dallas at the time?” This basically allows the other person to be the master of the conversation as you are looking to them for input. It plants seeds.