Most founders stop posting at exactly the wrong moment. The product is half-built, nobody is paying yet, and every post they can think of sounds like an announcement they have not earned. So they wait for something to announce.
The trouble is that the waiting is the story. Nobody follows a company because of its launch post. They follow it because they watched it get there.
Here is what to post in the stretch before the first sale, when it feels like there is nothing to say.
Post the work, not the results
You shipped something this week, even if nobody used it. Say what it was and why you built it. Say what you cut and why — a feature you dropped is more interesting than one you added, because it shows a decision.
The bar is not "impressive". The bar is "true and specific". "Rewrote onboarding so you can start without a website" is a post. "Exciting things coming soon" is not.
Post the small numbers
Three signups. Zero sales. Forty visitors, most of them you. Small numbers are uncomfortable to share and they are exactly what people in the same position want to see, because every success story skips them.
A number also gives the next post somewhere to go. Nobody can follow a trajectory you never started describing.
Post what people asked you
The best post ideas are not in a brainstorm. They are in the messages you already got: the question a trial user asked, the thing someone misunderstood, the bug they found. We wrote about this in where post ideas actually come from.
Bugs count. We once published a post titled Five bugs you found this week — every one of them reported by a customer, and every one fixed. It is still one of the more honest things on our blog, and it cost nothing but admitting the bugs existed.
Keep the record somewhere public
The early days are easy to lose. Six months in, you will not remember what week three looked like, and a scattered feed is a poor archive.
Zero Revenue Club is built for exactly this stage: a public directory for launched products, where founders post updates on the way to their first revenue. Listing there gives the early days one dated home, next to other people at the same point — which is also a good place to find the people who will actually read your posts.
A rhythm you can keep
Three posts a week is plenty, and it helps to know what each one is before you sit down:
Monday — what shipped. One thing, in one sentence, with a picture of it.
Wednesday — what someone said. A question, a complaint, a bug, with permission.
Friday — one number. However small. Say what it was last week too.
If making the post is the slow part, that is what we built PostPop for: you write the sentence, and it comes back as a carousel in your own colours, fonts and logo. The Free plan is eight posts a month, which covers this rhythm for most of a month.
The point
You do not need revenue to have something to say. You need to stop waiting for it to be impressive. Post the work while it is small — that is the part people come back for.