Do things that work.
Publish detailed teachings, of unconventional, counterintuitive or controversial techniques that work in many different areas.
Wouldn’t you like to know what insights can be gleaned from a mistress, a bank robber, a bounty hunter, and other such people in – slightly controversial – situations?
A website with their stories and insights. All anonymous, all surprising.
Sell the actual product for a high price for the product category. Give the buyer two things: a guarantee it will never be sold for a lower price; “lower quality” copies to give out freely.
For instance, a book could be priced at $100 or more, and the buyer will get either a certain number of softcover copies of the book, or an ebook (better to make these personalized with his name), that he can give away to anyone for free.
Controversy is sellable. It’s attention grabbing and people react to it, write about it etc.
Have a secret agency that specializes in creating publicity with controversy. You as the client who want the publicity will work with the agency to pinpoint what could be used in your specific case, as well as what are the boundaries, how far can the agency go, in what areas and subjects, as well as where not to go.