I always try to include safety as the key motivator;
For example:
Tyres = better handling, grip etc = safer.
The new longer swaybar disconnects = "these will correctly align my swaybar back to the factory recommended (safe) angle required." = making the vehicle safer.
The bulbar = thicker, stronger = safer ???
The winch = in the event we get stuck honey, this will ensure we can get home safely.
The Lift = more clearance for the new tyres, better articulation = means I will be home in time for dinner = safer for me
.
Good luck.