Personally, I invite people to play from Barnes and Noble. Or any of my friends that read... the general introduction is, hey would you like to play a game that's like an interactive book?

Generally if they're interested and ask questions, I use whatever book they're reading, or genre...

"Well hey, I see you're reading about Drizzt, wouldn't it be cool if you could BE Drizzt and be in an interactive world?"

Also works when people ask what you're playing and you can never figure out how to explain it to them.