On a product display page, use:
[order 00-0011]Order the Mona Lisa[/order]
If coming from a search results or on-the-fly page, you may use the
generated
[item-code] thusly:
[order [item-code]]Order [item-field name][/order]
Bear in mind that if you have not reached the page via a search or
on-the-fly operation, [item-code] means nothing and will cause an error.