I personally wouldn't mind stepping into the role of another character as long as they were interesting enough. I prefer to make my own characters, because iconics without exception suck eggs, but that doesn't mean that I wouldn't play one.
Dedicate more screentime to noncombat stuff. D&D is a very specific game in combat. I'd go as far as to say extremely specific. And of course while that's part of the fun, all of those rules can alienate new people who are trying to get a handle on things. Noncombat stuff is a different story. Almost anyone can come up with ideas about how to escape the undead-infested city, almost anyone can roleplay their character hobnobbing it up at the royal ball, almost anyone can roleplay their character trying to sneak into the wizarding school. If you get people hooked on THAT stuff more then they'll be more willing to learn the combat minigame instead of being on the fence to start with when that stumbling block comes out.
Minimize arithmetic operations. A lot of people just don't like doing repeated addition or subtraction. If you ever have to do more than four arithmetic operations for a die roll then I'm very skeptical. If any PC-controlled number in the game is higher than the double digits then I'm very skeptical. If dicepools end up higher than 12 dice in it then I'm very skeptical.
Maj had an excellent list of ways to attract female gamers but I thought it was too patronizing to say that it also sounds like a good idea to attract beginners and casuals, because it implies that women are not as good as the MEN at--OH SHIT SON.
You guys know what I was trying to get at.
[*] Simplification. Time spent doing math is time spent not roleplaying. If you want women to roleplay, then minimize the time spent not roleplaying.
[*] A reason. A lot of women need to understand why roleplaying is a viable pastime. If you relate it back to the flights of fantasy that they have as a kid - be it teaparty, princess, pirate, egyptians, witches, whatever - remind them that this isn't strange, unusual, or weird. It's normal, and they once did it.
[*] Engaging storylines. You know how doing math isn't roleplaying? Well saying, "I stab it," isn't roleplaying, either. Saying it over and over again is about as exciting as watching the same Thomas the Tank Engine episode for an hour. At the end of that hour, you are crying for a good debate on the philosophies of Ayn Rand or a chance to take the SATs because your brain is so numb that any intellectual stimulation and engagement is required for your continued existence. Worlds with events and NPCs that interact with the players, and stories that are interesting and suck you in are a must.
If you want to attract beginners then the art style needs to be overhauled. Unfortunately I don't know of where you can get a good compromise. I would be totally stoked if we would permanently switch over to Exalted artwork (minus the random squicky things like nude women pulling out their eyeballs), but I can also already hear the grognard whining of 'OMG 5E is weeabooooooo! Frank Frazetta or GTFO'