I've never tried to. I tend to be quite introverted and my devices are fairly introverted as a result. Those who have been curious have generally not been able to relate, waxing wistfully how they'd "miss the feel of a book".
I explain to them that I also read printed books too, and that I mostly use the e-reader for on the go and for times when my wrist can't sustain holding a book for a long time.
To them an e-reader is superfluous and they don't understand that the e-ink screen is different than a computer screen.
I don't try to change their minds anymore than the mobile phone user tries to change mine (my communication needs are more than met with a land line and a computer).
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