The Judy's Book story and the momentum of local in the marketplace have been a great combination. We've been featured in great national (NYT, Business week) and local (Seattle times, etc) publications, without much effort.
Offers & Discounts
I shouldn't be but I am somewhat surprised by how voracious people (specifically our customer base) are to get free stuff and to save money. Consumers will do a *LOT* of work to get a deal (esp. something free). Moreover, the offers are smoewhat viral – at least within a certain demographic
Questions & Answers & Community
People love to ask & answer questions on topics they care about. The community features on Judy's Book seem to work really well.
Status & Validation
Member scores/rankings + earning points through chat (via comments). Once again, we are a competitive and numbers orientated culture and it shows with the ranking of leaderboards, trust score, and personal validation.