“I can’t post yet — I don’t have anything to sell.”
That’s backwards. Posting is how you get people to buy later. If you wait until launch day to start talking, you’re launching to an empty room.
Here’s what to post when your product doesn’t exist yet.
Teach the Problem, Not the Product
You don’t need a product to be helpful. You need a problem you understand.
If your future product is a meal planner, post about the weeknight dinner struggle. The three meals you rotate. The grocery mistake you stopped making. The one tip that saved your Sundays.
Teach the problem, not the product.
People follow people who help them. They don’t follow people who only show up when there’s something to buy.
Talk About the Journey
People love watching something get built. It’s why behind-the-scenes content works.
Post about what you’re working on. What you’re stuck on. What you just figured out. “I’m building a planner for moms who hate meal planning — what would you want in it?” That one question does two jobs: it gives you content, and it tells you exactly what to build.
Your audience is built before your product is.
By the time you launch, those people aren’t strangers. They watched it happen. They answered your questions. Some of them feel like they helped make it — because they did.
Four Easy Post Types
When you don’t know what to say, rotate these four:
- A tip: one small thing that helped you this week.
- A mistake: something you did wrong, and what you’d do instead.
- A question: ask your people what they struggle with most.
- A tiny story: the moment you realized the problem was real.
That’s a week of content from one problem. No product required, no selling involved — just proof that you understand the person you’re trying to help.
One Post a Day
You don’t need to post ten times a day. You don’t need to go viral. You need to show up consistently enough that people remember you exist.
One helpful post a day is the whole strategy.
Do that for a month before you launch, and launch day feels completely different. Instead of shouting into the void, you’re telling people who already trust you: “It’s ready.”
You Don’t Have to Figure This Out Alone
I created Digital Products Academy as a free course and community for beginners who want to learn this stuff properly — what to sell, what to post, how to get your first sales, all of it. Thousands of people are already inside learning and building their businesses together.
Final Thoughts
Don’t wait for a product to start posting. Teach the problem. Share the journey. Ask the questions.
You might be surprised by what’s possible once people already know you before you ever ask them to buy.
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