I like Breakfast of Champions method of introducing the idea of JWism as a cult. In his thread, he detailed how he took Steve Hassan's detailed BITE model list and replaced "cult" with "group" and showed it to his wife as a list from someone who had never heard of JWs (which, at the time of his writing the list, was the case for Hassan).
Also, it's fun to compare the JW, mormon, scientologist, etc websites. They always have a FAQ entry for "are you a cult" or something similar. They always like to redefine what a cult is in their own terms. You'll never find a reference to the BITE model in there, it's always about how long the religion has been around, how many members it has, whatever.