I now don't use the word cult, it does not convey the right message to a normal person, and you waste time explaining, I do not count it a victory just to convince someone that the JW's are a cult, this is probably not sufficient for them to understand the hold the WT has over its followers.
I tend to say something like:
" they are a high-control, mind-control group that is in reality not a religion, but a scam"
The scam element seems to interest people more. When explaining the mind control, and strict rules etc, if I get that far, I may say "They are very cult-like"
and then explain the B.I.T.E method, common to all mind-control groups.
But stressing that the whole thing is a Scam is more likely to ring alarm bells with normal people.
Nobody likes to be fooled into being ripped off.