My first thought at seeing this thread was, "who on earth focuses on hell?" But...I suppose you're right, there are some people who love to preach "fire and brimstone". And I suppose they do it to try and scare people into heaven, which seems slightly cockeyed to me.
I mean, you know that I do believe in the doctrine of eternal punishment; that it's real, that Christ taught it, and it's a true concern for those who are not saved. But for anyone to focus on it rather than on the astounding grace and love and sacrifice shown by Christ so that we may avoid that...is, well, like having one foot sunk in concrete while trying to fly, in my estimation.
God woos, he doesn't threaten. He says, 'I love you so much, here is what I've done so that you may avoid this', rather than, 'come to me or cop it'. And if that's not our approach when talking to others, than we need to reassess.