Trying to pitch the Fediverse on its technology backend to non-technical people is a bad approach, but so is trying to pitch it in terms of digital detox or "better" culture.
The backend is for the tech people, and the rest is your regular messy people. There are as many good pockets of the Fediverse as bad, because that's the internet.
In light of that, it's questionable to what extent the Fediverse should be pitched as a distinct thing in a similar vein as those platforms some Fediverse software emulates. Fediverse, open social web, whatever you want to call it is of main relevance more to those working on it and trying to promote it among developers.
To those of us using these platforms, it's probably better to simply invite those to our respective instances/sites as simply another site/app without all the jargon and background.
Forget Lemmy/Mastodon/Pixelfed/etc. except insofar as it's in the URL or needed to search apps. Ultimately they're backends, and many weren't going around inviting people to their sites or enthusiast forums talking up apache or phpbb or the like.
The Fediverse is an emerging subset of the open web with improved interconnectedness, and so what's more important than it is reinvigorating the spirit of the open web by reminding people there's more beyond the closed web by inviting and encouraging them to visit our open spaces alongside their own. It's closed web/walled garden thinking to discourage visiting a variety of sites and using a variety of apps.
The open web thrives, enduring, enveloping and eroding the enclosures despite their efforts to ward off its persistent being.
TL;DR:
Invite people to these spaces without the technobabble, don't give them shit for visiting/using enclosed sites/apps.
Celebrate the open web by showing them more places online to check out alongside theirs.
The complication arises by making the mistake of pointing people to the backend, and the backends confusing matters by presenting themselves as platforms like existing corporate platforms. As noted, you reduce that by inviting them to join or browse your respective instance (or if you're self-hosting, to whichever open instance you think is amenable).
You're right though that some positive thing would help, and that's really down to whatever positive thing you found and want to share with others about these spaces. For me it's as simple as them being open and ad-free. I'm reminded of it every time I find myself trying to browse enclosures without having an account and they simply won't allow me to browse much before prompting me to sign up or subscribe to view more.
In a way that's kind of the irony of the fediverse, a major feature is that you don't have to sign up at all in many(most?) cases.
Yeah, like Pintrest and Facebook an a lot of services these days. I avoid those like the plague. That's enshittification and for the users: living within small confined spaces. Though, that'd get me started babbling about freedom and starting the technobabble on how the internet is supposed to liberate information, and not confine it...
I generally recommend uBlock to my friends. With that, 90% of the internet is ad-free. And I don't mind watching the advertisements itself... It's (again) the other things that come with it. The tracking, selling of data, being an object to the ad selling algorithms...
I can't help but immediately proceed to the technobabble... Maybe with a few exceptions. I could explain why it's stupid to watch 2 ads before each Youtube video.