Launch
Pre-Launch Marketing Tactics That Build Real Anticipation
Your launch should not start on launch day. The founders who get the most out of their launches start building audience and anticipation weeks before they ship.
Launch day performance is almost entirely predicted by pre-launch preparation. Product Hunt's algorithm weights early-day velocity heavily, and early velocity is driven by a warm audience who was notified and engaged before launch. The same is true across every major platform: built-in community wins.
6 weeks before launch
- Set up a waitlist landing page with a simple email capture form. Use a tool like Carrd, Webflow, or your existing CMS.
- Define your "coming soon" message: what is being built, who it is for, and what problem it solves. Keep it specific.
- Identify 5 to 10 online communities where your target users spend time (subreddits, Slack groups, Discord servers, newsletters).
- Start participating in these communities genuinely — answer questions, share resources, be visible.
4 weeks before launch
- Start sharing your building process publicly: screenshots, design decisions, technical challenges. "Building in public" generates organic interest and pre-launch subscribers.
- Submit to BetaList, BetaPage, and similar pre-launch directories. These drive waitlist signups from early adopters.
- Reach out personally to 20 to 30 people who match your ideal customer profile and invite them to the waitlist.
1 week before launch
- Email your waitlist with a "one week away" preview — show something real, not just a logo.
- Set up your Product Hunt listing in draft mode (do not publish yet).
- Prepare your launch day posts for every channel — write them now, not on launch day.
- Identify a hunter (if using Product Hunt) and coordinate timing.
Know your platforms before you start building anticipation
Use UpStart early — ideally 4 to 6 weeks before launch — so you know which platforms to target and can incorporate them into your pre-launch strategy.