Like all old farts, I'd like to answer this with a story from my own life.
I started programming basic on a VIC-20. Not knowing anything else, I though this was how all computers were programmed. I thought it was a bit hard to keep track of which variable names I had used and which were still free, (scope problem). I also thought it was hard to divide my program into repeatable chunks using gosub-return and setting and reading the variables that these would use, (lack of methods).
Then I got into Turbo C over MS-DOS. Now I could create my own methods and functions! I was no longer stuck with the old finite set of commands in basic. I felt like I was creating a new language for every program I wrote. C gave me more expressive power.
C++ was the first object oriented language I heard about. The big moment for me was when I understood that I could create my own data types, and even overload the operators. Again, it felt like I could create my own language containing both new functions and data types, complete with operators.
That's how I would sell OO to a new programmer. Explain that it gives expressive power because they can define their own data types. I always thought encapsulation was a better selling point than inheritance.
