Making a great app is not enough - being "featured" is not a guarantee from making a great app AND it's not sustainable, as you'll soon enough drop out of that position. You need to get on at least one "Top" list for Apple (Top Free, Top Paid, etc there are lots of these lists for different categories). However, to get there and stay there you may need to use ALL of the techniques the author tried (ads, emails, tweets, etc...). They all work together, and should work something like a symphony.