In the exact same way as if you had a godawful product and you want to sell it.

Promote it, talk about it on social media, possibly contract some marketing services, find out who is more prone to purchasing it and focus on that group, etc etc.

This is actually a pretty solid example of a flaw in free market economics. Marketing can increase and decrease knowledge and there's not a strong market force pushing things the right direction.

Product discovery is one facet of it, certainly. It’s also about pursuading people to buy a product / service they don’t really need, creating demand where none (or not as much) existed previously, of convincing people that their product / service is better than that of others when this might not in fact be the case.