You have to sell them on a "vision," which is difficult. These aren't 35-year-old seasoned professionals with a long term view. They are 17 or 18-year-old kids.
I don't know if anybody here watches that Sunday night call-in show with Troy Fleming and Swain, but it actually has some good insights and they discussed this exact topic a few weeks ago. The host of the show wondered aloud something to the effect of "how in the world does a team like Tennessee attempt to recruit against Alabama, Georgia, etc."
Fleming said you have to focus on guys who think a little differently from most of the highly-touted recruits who are out there. Say you're talking to a 4 or 5-star who also has offers from Alabama, Georgia, etc. and is strongly considering them. Not all of these kids are going to be receptive to this argument - in fact, probably a small minority are going to even hear this argument out. But you have to try and sell the recruit on that if he goes to one of those schools, he's simply going to be an anonymous cog in the machine. Alabama will be an elite team with or without you, and your individual impact won't be noticed. You also likely will not get immediate playing time. If you arrive on campus and it takes you a little longer than others for things to "click," you'll be completely lost in the shuffle. You're a guy with a number on his back, an interchangeable part. A little fish in a big pond.
Some highly touted kids, while of course wanting to play in big games, win titles, and eventually make the NFL, also want to "be somebody" at the school they go to. They want to play for a good team, but they want that team to be good, at least in part, because of them. They are receptive to the stereotypical Millennial "I want to make an impact" thing, and you have to convince them that at Alabama, your presence or lack of presence there won't be noticed.
It's certainly an uphill battle, because of course Alabama's counterargument is that you'll consistently play in games of national interest, Alabama always gets national attention, and if you have a good career there straight to an NFL contract in 3 years. Fleming also said, and this surprised me, that not all highly-touted recruits want to play immediately. More players than you'd think get on campus, are a little intimidated, and actually would rather sit out a year, get acclimated to college ball, and get bigger/faster/stronger. The "you'll play immediately" pitch doesn't work on those kids, obviously.