How do you convince the average web user to switch to a non-IE browser?

As web designers and developers, we love to see how our sites and web apps look and function using a really good browser. It’s true that with the release of IE9, Microsoft has made great progress in the so-called browser wars. And although IE9 is a fast and reliable browser that has pretty good support for CSS3 and HTML5, there are still quite a few missing technologies that we all would like to see in Internet Explorer soon.