Back years ago, before the Internet, Elaine Floyd, in "Marketing with Newsletters," wrote about her RISE framework. She was talking about newsletters. I've generalized newsletters to ALL documents, and then to ALL touchpoints.

Her framework defined what elements had to be in a document used in a B2B context. Recognition (R), Image (I), Specifics (S), and Enactments (E) were here mandatory elements. Enactments included the call to actions, the persuasive component of conversion, and the address, the link, where the action is directed.

Surprisingly, response addresses, phone numbers and such don't always turn up on documents. Yes, brochures sell you things, but don't help you contact the seller. I've seen some of these in industry document judging contests. I've wondered why they were not just disqualified outright. But, documents get judged on looks, rather than economic results.

Over the years, those enactments have grown to into enactment chains with their successive fulfillments, something the print industry does, one-to-one marketing, integrated marketing databases, and CRM weakened to sales automation, which leaves the strategic face of print shortchanged for the more immediate tactical concerns of revenue.

Documents span the enactment chains, the end-user experience, the investor experience, the administrative experience. Documents move the suspect to prospect to customer to retained customer. Not all of these documents are on the web. Not all of these documents look like documents. Some of them will be print. How much will be print depends on the richness of the enactment activity, on response management, not just fulfillment, on knowing how many prospects have moved from the attract documents to the specifics documents, on knowing how many prospects are ready to buy this week.

This is Print Response.