Can You Publicize a Product You Haven’t Launched Yet? (Yes, Here’s How)
Smart strategies to create hype and make sales before your launch day arrives…
Think of your product launch like a birthday party. You wouldn’t just show up at the venue, cut the cake, and hope people wander in. Nope, you’d send out invitations, tease the cake flavor, drop hints about the entertainment, and maybe even leak a little behind-the-scenes chaos from decorating day. A product launch works the same way: the buzz starts before the doors officially open.
So yes, you absolutely can publicize a product that isn’t out yet. In fact, it’s one of the smartest ways to build anticipation, loyalty, and sales. Here’s how to make it work:
Tease,
Don’t Tell
Think of yourself as a movie trailer editor. You want to give enough to make people curious, but not so much that they skip buying a ticket. Post sneak peeks, drop close-up product shots, or share quirky “coming soon” messages. A little mystery goes a long way.
Example: If you’re launching a skincare line, show a blurred-out bottle with the caption, “The glow is coming…”
Share the Journey
People don’t just buy products; they buy stories. Share your process, why you made it, what problem it solves, even the messy moments. Audiences love feeling like they’re in on the secret.
Example: “Spent the afternoon testing 12 different shades of blue. Our eyeballs may never recover, but you’ll thank us later.”
Build Your VIP List
Nothing says “exclusive” like early access. Create a waitlist, newsletter, or private group where insiders get first dibs. Add perks, behind-the-scenes updates, launch-day discounts, or a special thank-you gift. The FOMO will practically market itself.
Partner Up
If you’re the new kid on the block, find someone who’s already popular on the playground. Collaborate with influencers, brand partners, or industry friends to hype your upcoming launch. Borrowing an audience is one of the fastest ways to expand your reach.
Go Behind the Curtain
Audiences love a peek at the “making of.” Show your workspace, unboxing samples, or the “oops” moments along the way. Pulling back the curtain makes people root for you, and they’ll be first in line when your product finally arrives.
Start Small, Dream Big
Don’t wait until everything is “perfect” to start talking. Your pre-launch buzz doesn’t need a Super Bowl commercial; a consistent stream of fun, relatable content can do the trick. The earlier you plant seeds, the bigger the harvest when launch day comes.
Publicity doesn’t start when your product hits the shelves, it starts the moment you let the world know something is coming. Tease it, talk about it, and invite people along for the ride. That way, when you finally pull the curtain back, you won’t just be launching a product, you’ll be delivering something people have been dying to get their hands on.
