What is the best way to increase demand for your service?

Get the government to make it illegal not to buy!  MarginalRevolution.com has a nice post about the "Optometry Racket:"

In every other country in which I’ve lived, ...you can simply walk into an optician’s store and ask an employee to give you an eye test, likely free of charge. If you already know your strength, you can just tell them what you want..—no doctor’s prescription necessary. ...

 The excuse for the law is that eye exams can discover other problems. ... [But] the requirement to get a medical exam from an optometrist who has spent a minimum of seven years in higher education ... creates unreasonable costs—and unjustifiable suffering….

Here is an issue that everyone but Optometrists would support:  put Americans in charge of their own vision care, and abolish mandatory eye exams!