Witnesses show a lot of love and attention to newbies. They want you to be convinced that they're the people who show love like Christ did because that, according to the Bible, is what Christ said would identify his followers.
The love is conditional, however. If you don't wholeheartedly accept every teaching of the WTS or question their basic doctrines strongly, watch how quickly that will be withdrawn.
What Witnesses are told to do is to end a bible study that doesn't "progress" after a certain period of time, because they're looking for people who will eventually become baptized members who will then be under the authority of the congregation and the WTS.
When you become a Witness, every facet of your life, what you do for entertainment, what you do sexually, what you read, what you wear, who you socialize with and what you think will be under scrutiny by the body of elders and others in the congregation, self appointed police that report your every failure to comply to the elders. If you deviate from what the WTS "recommends" in all those ways, you will be criticized "loving counsel" it's called, but people will start shunning you socially as "bad association" if you do not comply. Since you've been told not to associate with non Witnesses anymore if you become a Witness, Witnesses will be your only friends now, and if they cut you off in any way, you will feel the punishing aspect of being shunned, even if only in degrees.
That is the essence of the hold they have over followers, isolation and social control. Please read the 8 signs of mind controlling cults by noted experts in that field that have been widely published on the internet. Witnesses fit all of them to some degree and some of them fit them completely.
I can't cut/copy/paste here or I'd list them for you, but you can Google it quite easily.