If 1 out of 100 people are potential buyers for your product, you still have a target market of approximately 3,227,000 people. The challenge is reaching them.
Mass media would work, if you saturate all 322MM people with your message, some fraction of that 1 in 100 would respond, but you’d be broke from the cost of mass marketing to everyone to target the 1%.
The hack for this system is to get the media to give you free (often negative) coverage by creating manufactured controversy and outrage. They will run stories that attack your product and show them to everyone, but your 1 in 100 target market will also see those stories. They will be intrigued by your product and probably even more loyal customers from watching your product be attacked by the mainstream.
The specific methods for using this technique are covered in Ryan Holiday’s book, “Trust Me I’m Lying,” and are used by controversial public figures every day.
Understanding how this works is a powerful tool, though it can’t be your only tool.