The best advice I have to give to get people to switch is showing that you have cross platform capabilities. Essentially everyone can have the features of iMessage/WA: full resolution images and videos, responding to messages with emojis (WA doesn't have), stickers (unfortunately you have to grab from signalstickers.com instead of in-app), voice and video calling, etc. If Apple didn't have such a closed ecosystem then I think it would be harder to get people to switch. In this respect, Signal is more feature rich than anything else (except Telegram, but Telegram doesn't have the same security and isn't trustless).
I think the common mistake is trying to convince people with the security. Use that as a bonus, not the main feature. You're talking geek to people that don't speak geek (convince geeks with these arguments, not mom and dad). I also suggest strong arming people and using momentum (if 4 people in a group of 5 have Signal, switch the group to Signal. Or respond to WA messages on Signal).