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Reading the documentation page for pg_ctl carefully shows you what happens with the stuff you pass to it using -o:

-o options

Specifies options to be passed directly to the postgres command; multiple option invocations are appended.

So you can, for example, do the following:

pg_ctl -D {your data directory} -o "-c listen_addresses='*'" start

where the whole double-quoted expression is passed to postgres (for details, see its own documentation).