Being a DM is one of the most difficult jobs in all of gaming in my opinion, simply for the sheer amount of work and things that you have to consider. Throwing a new player into the mix is practically unfair, but it's not impossible.
The best way to seduce a new player into the game is to make s/he and their group feel like the champions of the world.
It's not my preferred style; my games tend to be gritty and realistic with complex politics where, despite your massive amounts of power and magic, you still run into a bit of impotence that requires you to actually think your way around a problem.
But doing that to a brand new group is a sure fire way to beat people away from the game. I would suggest a standard dungeon crawl with a few complex traps, or the occasional quirky fight. Aside from that, show at best a simple observance of the rules, not a strict adherence. After all, the DMG itself says that the point of the game is to have fun. If you have to omit the niggling details of how many miles you can travel when you're encumbered and exhausted in order to keep the game from getting mired in die roll after die roll, then you do it. And doing so will help new players into the game. Avoid shades of grey morality at first and just be straightforward. Give a definite goal for the first game and then gradually ease in more...less overtly evil forces later. Might I suggest a well organized force of hobgoblins? They are the most military and strict of the goblinoid races after all, so it would fit.
Start simple with hints of complex. That's the best advice I can possibly give. Once a player learns the rules, you can expand from there.
Edit: I suppose an additional would be this: Don't be afraid to ham it up. Use music and lighting to help get your story across. I know it sounds stupid, but if you're in a dank, dark dungeon, using candles for lighting instead of overhead and an appropriate soundtrack (Try the Orchestrated Legend of Zelda Forest Temple track in that situation) can REALLY draw people in. One of the best games I ever ran was played in conditions like that.