Here's the lead section of this article from Contracting Business (accessible online at the link above without the need to register):
Fear, anger, guilt, greed, anxiety, status and loss.
"If the headline of your ad touches one of those seven emotions, you will get a response," Adams Hudson told Quality Service Contractors July 22 during their Power Meeting XXV here.
"Photos of children, family and animals in your ad score far higher than equipment," he added.
Hudson, president of contractor marketing agency Hudson, Ink, and CONTRACTOR's marketing columnist, spoke on "High-Powered Branding for Plumbing and HVAC Companies."