A substitute family that seems to accept them as they are. An easy to understand belief system and written explanations for everything as well as teachers who seem to welcome discussion and questioning. Everything appears open, honest and above board. New recruits are warned that their friends and family will oppose them and their stand for Jehovah. Many friends and relatives do just that.
New recruits feel loved, safe, and secure.
You're in the truth now. You have six million brothers and sisters to help you if you ever need help. You don't need your family now. The Witnesses come in and fill the void that exists in so many people's lives. They have answers that sound reasonable and logical for every question imaginable.