There's more than one side to that question, I guess. I find that actually convincing developers to starting using tests is not that hard, because the list of advantages of using testing often speaks for itself. When that said, it is quite a barrier to actually get going and I find that the learning curve often is a bit steep – especially for novice coders. Throwing testing frameworks, TDD test-first mentality, and mocking framework at someone who's not yet comfortable with neither C#, .Net or programming in general, could be just too much to handle.
I work as a consultant and therefore I often have to address the problem of implementing TDD in an organization. Luckily enough, when companies hire me it is often because of my expertise in certain areas, and therefore I might have a little advantage when it comes to getting people’s attention. Or maybe it's just that it's a bit easier to for me as an outsider to come in to a new team and say "Hi! I've tried TDD on other projects and I know that it works!" Or maybe it's my persuasiveness/stubbornness? :) Either way, I often don't find it very hard to convince devs to start writing tests. What I find hard though, is to teach them how to write good unit tests. And as you point out in your question; to stay on the righteous path.
But I have found one method that I think works pretty well when it comes to teaching unit testing. I've blogged about it here, but the essence is to sit down and do some pair-programming. And doing the pair programming I start out writing the unit test first. This way I show them a bit how the testing framework work, how I structure the tests and often some use of mocking. Unit tests should be simple, so all in all the test should be fairly easy to understand even for junior devs. The worst part to explain is often the mocking, but using easy-to-read mocking frameworks like Moq helps a lot. Then when the test is written (and nothing compiles or passes) I hand over the keyboard to my fellow coder so that (s)he can implement the functionality. I simply tell her/him; "Make it go green!” Then we move on to the next test; I write the test, the 'soon-to-be-test-infected-dev' next to me writes the functionality.
Now, it's important to understand that at this point the dev(s) you are teaching are probably not yet convinced that this is the right way to code. The point where most devs seem to see the (green) light is when a test fails due to some code changes that they never thought would break any functionality. When the test that covers that functionality blows up, that's when you've got yourself a loyal TDD'er on your team. Or that's at least my experience, but as always; your mileage will vary :)