Like Josh said, it's not for everyone...but, some people are the type that would like it if they gave it a shot. If you think this is your friend, I would say take him out to events like philanthropies and intramurals, etc. Let him see the other side of Greek Life.
As a freshman, I didn't think too highly of Greeks but when my guy friend ended up joining, I admit I was curious. When he invited me out to Greek Week events, I had a blast...and ended up going through recruitment the following semester. And the rest is AGD history...