The best place to start, as with all things, is with the problem. Why does Bitcoin exist? Most people don't know the Genesis Block is a direct response to the 2008 financial crash.

Start there, IMHO. Not with 2008, but with the crap financial system in general. Everyone knows there's something wrong. They just can't articulate it.

Linking Guy's Matrix meme for reference. Notice how doesn't just start with Bitcoin, doesn't mention it at all until almost halfway through. The guy ("Neo") comes to his own conclusion when he understands the problem.

That's how it works in real life too. People feel like this guy —

If they see a way off the wheel, they'll hop off.