What they publish in the Watchtower is just trying to persuade some people that their ministry appeals to people in a LOVING way.
What they publish in the "Our Kingdom Ministry" and say at service meetings and assemblies and such is quite different. They DO want to instill fear of the future and fear of Jehovah (Armageddon!!) to motivate people to urgent action, to come to God's only true organization.
Of course, any "ministry" (religious or otherwise) to be effective, must come from the heart. But to a JW, you're not a "Witness" unless you go out and witness.