Damn good question! To borrow Ripp's phrasing, the message from the SS community still falls into the category of "narrowcasting". A cascade of testimonials helps, but on this forum such testimonials are preaching to the choir. Even among my friends and acquaintances, they say "that's nice, good for you!" and go back to whatever they were (or weren't) doing before the conversation. And...I am hearing a non-stop listing of reasons why they can't do barbell training (e.g. balance issues, back problems, fibromyalgia, lack of knowledge). If I try to explain that their concerns are real but not necessarily prohibitive of progressive weight training, I get "the look". They don't want to hear it or perhaps are unable to "hear" it as it would take away their reasons for not doing it. So sad. So avoidable.
On the other hand, at age 72, I have a lot of progress remaining.