I think that the biggest fear of newcomers is that they won't be able to cashout the funds back after they invested in and turned out to be in a profit.
We should focus on showing the features of bitcoin- including the fact that no one is able to revert a transaction after it has been sent( which is sometimes make newcomers to fear because unlike traditional cash they won't be able to call their bank later and to cancel the payment in case they realize that they got scammed).