Good use of analogy....

In other words, Steem is the place for the average Joe who is interested in Blockchain but not familiar with coding and the technical details needed to get started.

Probably market it like this, "The place where the average Joe who is interested in Blockchain base application can tokenize his business or project".

While we at it, we need to deal with liquidity and see some recovery with the token and merit of the system would pay off. But if that isn't address, that's gonna turn off people. Remember you are competing with 12 top100 project offering the same product, try to hit all areas and get ahead of the crowd