Bind-In Order Forms-What's the Best Strategy? (2,000 words)

Giving up the bind-in order form means using valuable four-color pages in the catalog for the order form and how-to-order information. If you print this information in the body of the catalog you are using full-color real estate that could be used to sell merchandise. Therefore, the opportunity lost (i.e., the selling of merchandise) in most cases will more than justify the cost of the bind-in order form.