Need hardware with it pre installed with a reason to buy other than because it has Linux
Maybe use the lack of a requirement for a Windows license to bring the price to performance ratio down
If they're really performant machines also helps break the idea Linux is only for old and slow machines, I only ever used to put it on laptops as they were reaching the end of their usefulness, the moment I put it on my pc and a new laptop it changed my perception on it entirely
I also think the majority of technical users still use windows, maybe we should concentrate on getting them first and maybe we'll see more support