The first rule of Fight Club is don’t talk about Fight Club. It’s also the second rule.
Yet, the club kept growing. Obviously, people were breaking the rules.
The whole concept is psychological. The type of person who wants to beat up others, isn’t the type to follow societal structure like laws or rules. So, wanting to grow the club, simply tell these rebels to NOT spread the word!
Of course they won’t listen.
And that’s how the growth happens.
There are a couple things to note here, this sort of psychology doesn’t work when your audience is diverse. It’s hard when the attention being sought is from the masses, but if serving a specific niche, it’s possible to figure out ways to nudge your audience to help the work spread.
That may mean your work simply attracts helpful people. Or like Fight Club, all rebels told not to help, who disobey. Or it maybe that your audience is full of status seekers, and your offering raises their status.
It may be worth reviewing the psychology of the group of the you serve.