To be attracted to the JW message, an individual in some crucial ways, likely already feels at odds with life and the world, is probably already cynical about "this system" and "the churches" and just wants out. Again, the Witnesses message has huge attraction for people who feel beaten down about life. Their message seldom, if ever, appeals to people who are already engaged in leading happy and successful lives.
Steve2, you hit the nail on the head there. How many times on the door to door ministry did we notice the big rich families with nice houses and cars were NEVER interested? And we'd walk away and say "they're having their paradise now" etc.