The greatest love we can show anyone is to point them to the truth, even if it hurts. Telling people they are sinners on their way to hell may sting for a little time, but when they trust Christ to become born again they will be saved from hell and go to heaven forever.
Now, what is love, snatching them from the fires of hell with the truth, or loving them into a fiery eternity forever? I believe those who have been told the truth about their lost state and hell and choose to respond in repentance will be thanking Jesus and us for eternity.
Proverbs 27:5-7 "…5 Better an open rebuke than love that is concealed. 6 The wounds of a friend are faithful, but the kisses of an enemy are deceitful.7 The soul that is full loathes honey, but to a hungry soul, any bitter thing is sweet.…"
Proverbs 28:23 "He that rebuketh a man afterward shall find more favour than he that flattereth with the tongue."
