Ok, first of all for me steemit is not about the reward its about the opportunities it offers, and a bonus i did not see initially is how much i am learning from reading post shared by other users. added big bonus is the curator and author rewards.... and meeen u know that don't come easy as a beginner. One needs to post useful content to get all the upvotes, SBD and SP. That means they have to think, think and think, and really posting stuff and not getting what you were expecting is quite demoralizing for lots of people. So probably they don't think they have no idea nor know what they should write about and also are not ready to go through the process and disappointments. I always say...its not just about signing up cause really steemit is not that easy to move around at the start. so if they don't wanna sign up let them be else you might have to be cajoling them to post meaningful contents all the time. still all the best in your efforts at convincing them.
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I think your totally right, even I can convince then to post, I'll likely start overwhelming myself with ensure they continue and keep posting, it's going to get very annoying.