Book Excerpt: "Marketing Playbook: The Manual for Growing Organizations"In this book, John M. Fox presents 102 marketing plays to get your sales team across the goal line. Play 25: Getting Your Direct Mail in Shape. Taking advantage of new postal regulations (which ShipShapes created, by the way), ShipShapes takes direct mail to a new dimension. They can create flat mailing pieces - printed on some kind of space-age plastic - of any shapes as large as 12 inches by 15 inches by 3/4 inch. Yes, almost an inch thick. How small 3 1/2 inch by 5 inch by 7/1000 inch. The U.S. Postal Service has predicted that ShipShapes will dramatically increase response rates - as much as 300 percent over traditional flat mail. The novelty of this kind of mailing is perfect for launching new products, announcing events and generating brand awareness to drive business.