Depends on the person. If it's one of my friends who loves talking public policy, philosophy, etc., then I can dive right into concepts like freedom, sovergienty, decentralization, etc.

People who aren't interested in that I typically try to show off both how much the current system is collapsing, and just my general excitement about Bitcoin.

Most people I try to push more "this is going change lots and you should research it" vs "buy now and double your money". The second makes you sound like a scammer, while the first seems like just an intellectually curious peer.