Is Talking About Hell "Coercion"?

A crank on a soapbox in a park preaches to anybody who cares to listen. "If you step on sidewalk cracks," he solemnly intones, "you will go to hell." Remarkably, he develops a following.

You are aghast. You believe any talk of hell is "coercion."

What do you propose to do about this situation? Do you shoot the crank? If he initiates force, you have the right to defend yourself, don't you? Or is talk of hell just talk? The crank is protected by the First Amendment, isn't he?