Jesus did not use hell to try and compel "heathens" and "pagans" to believe in God, so they wouldn't burn when they die. He talked about hell to very religious people to warn them about the consequences of straying from their God-given calling and identity to show the world God's love.
Rob Bell, Love Wins: A Book About Heaven, Hell, and the Fate of Every Person Who Ever Lived
hell, jesus, love, religion