Interesting question - I always enjoy listening to the podcasts.
I own the world domination gardening set. I also own one of the rocket mass heater sets. I have not watched more than half an hour of either.
Videos will resonate with a certain set of people (I'm not one of them; I like listening and reading, the video style just doesn't work for me). If you spend a ton advertising to people who have not found your stuff organically, you might get a lot more people to buy it. But how many of them will find it compelling?
Here is what I would do, were I in the position to, with Paul's stated interests (as I understand them from reading and listening); set a goal of 1000 RMH heaters built in the US as the metric for positive change.
My opinion is that if you depend on DIYers or consumer driven demand, you are facing an enormous uphill battle, because the activation energy is just so much higher than it is for a standard wood stove. It needs a catalyst, something to make it easy for a wider audience, that meets them halfway. Let's face it: we are a nation of consumers, and we expect to consume, not build - especially if we are playing with fire.
Here would be my approach:
1) Hire the best suited RMH designer (the Weisers, Uncle Mud, etc, whoever has the interest and temperament) to work with an engineer to create a couple of sets of engineer stamped plans, with configurations for various homes. Rumor has it that code level plans already exist somewhere, so this should not be a huge task. You'd have to find a decent engineer, but hopefully that would be doable if you had the money and a very well defined request. I'd say the pebble style and maybe a brick version, cob is too specialized. Definitely a version that hides or replaces the barrel, since that aesthetic would probably turn off a lot of people. We are thinking about mass appeal at this point. One that uses a currently available shippable core would be good, although then you depend on that core being available, so a site built alternative would have to be included. A batchbox would be awesome, but I understand they have problems, and these plans need to be bullet proof, both in the building and the operation. The plans would include the weight requirements, chimney requirements, etc - everything a professional mason, builder, or contractor would expect to see, all in their language and in one place. Put these plans up for sale. No idea how well they would sell at this point, but might make back some of the investment right away. You would probably - and this is the part that gets messy, and that I would hate - need some kind of IP protection, so that a professional builder would have to pay you a fee for each one built. So a patent lawyer would eat up some of the money. I imagine you could patent a specific design, with specific features, so that you could sell the plans to commercial builders without messing up the larger RMH community. Obviously, if you didn't care about making your investment back, you wouldn't have to bother with this part.
2) Reach out to the Masonry Heater Association of North America. All I know about them is that they have a really slick and easy to navigate website. But according to that website, they have done a lot of well documented research, including work with the EPA to develop testing protocols so that masonry heaters can get EPA certifications. They also have regular conferences. Get a build of one of the engineer stamped plans tested so that it has the certifications from the EPA. Hopefully that relationship can also lead to getting a feature on their website and at their conference, so that their members know that this is an option for customers who want something more affordable. Knowing how uncommon masonry heaters are in the US, I would imagine this as a way of increasing their market share as well. By getting RMH folded into the masonry heater category, you smooth the way for getting more of them actually built.
4) Once all this is done, you have something that can be marketed to a wider audience - the recent infographic on RMH is awesome, and could be amended to say at the bottom "want one in your home? Contact your local contractor/mason/masonry heater builder, and get a quote! for engineer stamped plans, got to www..."
I think, if you had builders doing this professionally, a licensing fee/plan cost of $500 would be well born by the market- if the build cost is 6-10k, upping it by 500 should keep it within an acceptable price range for the customer. Maybe it could be higher. Depending on how initial arrangements were made, some of that might have to go to the RMH designer you worked with. Could you get to 1000 in the first year? maybe not, but probably in the first 2-3 years, if the professional relationships went well. Some of the other marketing stuff in the podcast might work better at this point - hiring a celebrity to do a clip on firing up an attractive RMH, with a path to buying it the way most people are used to, could offer a better return on investment than getting them to talk about permaculture in general. The best thing would be to get into the stove stores - when we decided to get a fireplace insert, I walked into 3 different stove stores in my area, and picked the one I liked from their offerings. I can't think of a way to integrate that though - standard stove installation is too different.
I realize that both the goal and the approach are very different from the "infect more brains" ethos. On the other hand - once people have an RMH, and it works well for them, would they be more receptive to other ideas?