This is as old as the hills. Back in the 19th Century, Mme Blavatsky called one set of her books The Secret Doctrine
'Secret' is a word that supercharges any
advertising message. People love to be 'in' on something.
'Special' is another media-sexy word.
So is 'power'.
And, I am sorry to say, so are 'love' and 'popularity'.
Dont waste time fretting about the Illuminati or New World Order or the Reptilians.
Study the mechanics of advertising and covert influence. Read the books by Robert Cialdini and you will learn the methods used to sell you stuff you do not need.