Hive is a platform, where you can blog, tweet, play games, and develop dApps, and all this in a decentralized, blockchain-based, censorship-free fashion. And the best is, you can earn while blogging and you are the owner of your content, unlike Facebook, Insta and Co.!
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Well, seems like if it didn't sound too convincing as to attract, recruit and onboard people. But yeah, thanks for trying.
Tell them the vision of HIVE, about the community and the fact that you can earn money with blogging.