Reading the core book I realized how different Shadowrun is from my usual game of Dungeons and Dragons. We usually play the good guys saving a village from a tribe of goblins. Most of the time we play the heroes and when we don't, we end up doing it anyway. My players want to play Shadowrun because it sounds different and they play guys for hire ready to take any job for the right money.
How do I convey the tone of Shadowrun to the players? How can I describe mundane stuff to make them understand we are in a dystopian world? How can I convey that megacorporations are everywhere? I want to show them this stuff, not simply tell it to them. Assume we are completely unfamiliar with Shadowrun and the genre of cyberpunk. We play in 2070 if it's relevant.