Let’s build a plan for each of the two types of pages would look.

11.3.1. Model 1

Opening Headline on the page (H1 header tag).

This header outlines the problem, and tells the reader that there are solutions. e.g. "Why put up with a mouse in your house, when there are quick, easy and humane solutions".

You should then have an opening paragraph that starts building that mental picture in your reader. The picture in this case, is life without mice.

Because of the main headline, I would actually swap the order of my solutions to include the ultra-sound devices first (= more humane).

Solution #1

- Pre-sell ultra-sound devices

- advantages and disadvantages of them - build that mental picture.

- Call to action. Tell your visitor to order, and where from. Include reasons why you recommend each merchant.

Solution #2

- Pre-sell traps

- advantages and disadvantages of them - build that mental picture.

- Call to action. Tell your visitor to order, and where from. Include reasons why you recommend each merchant.

Solution #3

- Pre-sell poisons

- advantages and disadvantages of them - build that mental picture.

- Call to action. Tell your visitor to order, and where from. Include reasons why you recommend each merchant.

Finish with a closing paragraph, again building the mental image in the mind of your visitor. Perhaps you could highlight the hygiene reasons why they must get rid of the mice from their house.

This could include mention of little feet walking over the breadboard, or worse still, leaving urine and faeces on your plates, cutlery and work surfaces.

Do you see how that would build a picture based on fear?

Create mental images that work on the emotional level.

Finally, issue another call to action. Tell them to order one of the products you have reviewed above, so that their lives can be rodent-free.

11.3.2. Model 2

Opening Headline on the page (H1 header tag).

This header outlines the problem, and tells the reader that there are solutions. e.g. "The mice in your house carry disease. Why put your family at risk when there are solutions?".

You should then have an opening paragraph that starts building that mental picture in your reader. The picture in this case, is life without mice.

This is where the page begins to differ:

Solution #1

- Pre-sell ultra-sound devices

- advantages and disadvantages of them - build that mental picture.

Solution #2

- Pre-sell traps

- advantages and disadvantages of them - build that mental picture.

Solution #3

- Pre-sell poisons

- advantages and disadvantages of them - build that mental picture.

Final headline that will introduce your merchants. e.g. "Are you ready to flush the furries from your life?".

Follow this with a short paragraph, again building the mental image in the mind of your visitors. Create mental images that work on the emotional level as described above.

Finally, issue another call to action. Tell them to order one of the products you have reviewed above, so that their lives can be rodent-free, and list your recommended merchants, together with why you recommend them, and how to find the products when they get to the site (if necessary).

These two models can be used for any product or range of products you want to pre-sell.

If you are only selling one product, modify the model slightly. e.g. You would be following model #2, and would only have one (longer) section.