Not sure I fully understand the question but I'll take a stab anyway:
The <cfinclude> tag can accept a variable in its "template" argument. For example, you can statically call the include as:
Or you can dynamically call the include:
From there, all you have to do is define some logic for what to store in the variable. For example, you might say if the page content contains the keyword "Red shirt", you set the string variable to the include for the red shirt content.
To sum it up, you might could use a function like this:
You can also use a <cfswitch> block in place of a series of <cfif>'s.
<cffunction name="getIncludeFileName" returntype="string">
<cfargument name="content" type="string" required="true">
<cfset var filename = "default.cfm">
<cfif arguments.content contains "red shirt">
<cfset filename = "redShirtInclude.cfm">
<cfelseif arguments.content contains "blue shirt">
<cfset filename = "blueShirtInclude.cfm">
Then on your display code, you can do something like: