My Dad was a Motherwell fan when he was young, but then changed to Rangers simply due to the fact he would get the odd free ticket through his work. He wasn't a die hard or anything, more just said he was a Rangers fan as an answer to a question. Then when I started going to games he went to one or two with me, then he got a season ticket for a few years. His attendance has dropped away now partly because he doesnt have a season ticket anymore and partly because he plays golf at the weekends as often as he can or spends time with my 2 little sisters. But he counts himself as a die hard Motherwell fan, attends games when ever he is free and hates both side of the old firm.
So I would certainly agree that people can be won over. Its getting the kids in the gate to drag their parents along is the big challenge. The trouble is kids, especially young kids not able to go to games by themselves don't know enough about football to want to go. When I was younger I never knew the football was on every weekend, I only figured it out once I was interested. I never asked my Dad to take me because it wouldn't have even crossed my mind. The club need to do more to put football in the minds of the kids in the community, get them thinking about it, get them interested.