You can get the gist of it from this Slideshare: http://www.slideshare.net/jwmares/traction-trumps-everything
But the basic exercise is to go through each of the 19 different channels and see if there's something you could do and then pick the couple that make the most sense, try those and repeat.
So for Scriptcat it'd be something like:
CONTENT MARKETING Write interesting content for port best practices, what to check, what should be open when.
FB/Twitter Ads You'd need to charge to cover the costs of this, but you could see ads like: "Do you know what your ports are doing while you sleep?"
BUSINESS DEVELOPMENT Partner with ISPs to get their signups using your system. Some of them have add-on ecosystems.
What you're looking for is a system where you can put X in and get Y users out of it (ideally without a lot of time and effort on your part). I think you're already a good way along the path because you've created a useful service.
The book seems like it's targeted for rapid growth rather than the small/steady growth I'm looking for. Is that the case? I'd be interested in reading it either way, but I'd like to hear more.
The URL is http://www.scriptcat.io :)