My approach with non-crypto people is to aggressively underpromise on the money. Tell them it is a new web site and it might not work out. You get points theoretically worth money (and maybe even a lot of money), but you never know, you might get nothing. That's good enough for most people to be interested without needing too many questions answered. As this post says, it is the gateway drug. Don't throw the hard crypto drug at them right up front.