I told an intelligent, well-educated friend about Less Wrong, so she googled, and got "Less Wrong is an online community for people who want to apply the discovery of biases like the conjunction fallacy, the affect heuristic, and scope insensitivity in order to fix their own thinking." and gave up immediately because she'd never heard of the biases.
While hers might not be the best possible attitude, I can't see that we win anything by driving people away with obscure language.
Possible improved introduction: "Less Wrong is a community for people who would like to think more clearly in order to improve their own and other people's lives, and to make major disasters less likely."
I strongly agree with this. They didn't become a regular user, but I have a friend who views LW positively because they found Pain and gain motivation very helpful. (Funnily enough that's PJ Eby's work.) My friend wanted to be a comedian and would always punish himself for not working harder at it; he stopped punishing himself and now he has notebooks full of comedy bits written down. I find that typical LW users are all about epistemic rationality, but most other people don't really care until they see the benefits of some instrumental rationality.
Hopefully I can indoctrinate him further at a later date. >:D