Tailor your propaganda to your audience. When speaking to small business owners emphasise how the state is giving tax breaks to big corporations while putting a disproportionate burden on the middle class. If they have a strong aversion to the word socialism either avoid it using it altogether or try using that to your advantage: point out how the big "socialist" corporations like Amazon, Tesla, big pharma, big oil, etc. get subsidies and how the "socialist" banks are getting bailed out by the state at the expense of small business owners. Point out how these corporate monopolies are "socialist" because they are anti-competition and how they need to be broken up "for the sake of the free market". Use their frustration and redirect it against monopoly capital and the bourgeois state that props it up. Bonus points if you can get them to get angry at how much of their tax money the state spends on wars abroad for the profits of Raytheon and Lockheed and kickbacks for corrupt politicians instead of helping out small business owners.

At this stage of capitalist development it is impossible to turn back to free competition small proprietor capitalism. Attempting to do so would crash the whole system but those from the petty bourgeois strata who advocate for this often don't understand that. If they push for policies which undermine monopoly capital or the bourgeois state structures propping it up they will be inadvertently helping to usher in socialism faster. The petty bourgeois are not class allies but they might be useful if we can exploit the contradictions of capitalism such that they are persuaded for the sake of their own selfish, short sighted interests to turn against the pillars of the system: finance, insurance, big real estate, etc., and especially imperialism.