I agree to a point...but the best way to get people to play a new game is to GET THEM TO PLAY A NEW GAME. What that means is going into environments where the gamers are and letting them get hands-on with the system. You've got to find good people to run games using the system at the various gaming conventions and even at local gaming stores that provide gaming tables.
I went to Gen-Con in Indianapolis a few years ago, really hoping to get an opportunity to play in a couple of HERO system games with people who really knew and loved the system and could explain the ins and outs to me, so I could take that knowledge back to my gaming group and get my group started with the system. Unfortunately, I only found 1 reference to HERO game, and that was for the first night of the convention (Thursday night), which I was unable to attend because I had to work and could only come up on the weekend (Friday night through Sunday). Outside of that one game, there was HERO was represented by a booth selling the books. There may have been other HERO games being run/played there...but, I wasn't able to find them.
The point of all this is that if you want more people to play the game, you need to take advantage of every opportunity to enable people to play the game. I'd almost say the best scenario would be 3-person teams to run the game: 1 GM and two "plant" players who understand the mechanics, role-play well, and are willing to help explain the system to neophytes to help "get the mechanics out of the way". (Assuming the game would be run for 6 to 8 total players.)
Another interesting idea for gaming conventions: Create a bunch of pre-generated characters, print them out (no dups), and just give them away to anyone who wants them (or have them included in the typical bag o' goodies)...Then have a couple of people at the convention ready to run some sort of "pick-up" games for HERO in the various gaming rooms. Since character creation tends to be the most time-consuming part of the system -- particularly for new players -- you've eliminated that hurdle to getting started with the game. There will be challenges to this approach (consistency of power level, what type of adventure to run, whether the characters are supers, fantasy, sci-fi, etc.); but not necessarily insurmountable. Another option would be to do more of a tradeable card thing...do a higher-quality card run with a depiction of the character, a basic stat-block, etc; but have each card map to a full character sheet that the people running the "pick-up" games would be able to provide. The cards could be tradeable (collect the complete set!) and would help generate interest in the system...
...but, I'm just thinking out loud at this point...
You really need to see what Darren does: not only does he print out his character sheets (and they're of KISS from "Phantom of the Park") in color, he lets you keep them. I have a copy of Gene Simmons around here somewhere...