Say your a C developer, or C++ developer and I am a Rust developer trying to sell you on Rust. You have to learn a new language. No way around it. Even though people may have problems with this statement, at a high level it is close enough, I can sell you on Rust probably by saying, 'it C/C++ with better (subjective) or more modern features and extra constraints (think borrow checker) to guarantee memory safety.' I would not be able to make that same argument with LISP.
The next question could be why this could be true, or more importantly, why are so many people using C-like languages. I'd probably place it on portability and UNIX from when C emerged. And LISP machines died.
In other words, I don't think it would be appropriate to try to draw a comparison between the two with the two of them in a vacuum. If LISP machines survived and were popular today, we could see Rust today having the same popularity of LISP today.