At that stage, the product is its marketing. You're selling the promise, as there's no physical product to evaluate on your own, or widely available reviews of your product.

When a company is really invested in a product, they put a lot of work on it, often worth much more the investment (in money, time, opportunity costs, mental energy etc). Scammers just want to pick the low hanging fruit.

Good marketing can be inexpensive, but it's not easy. Perhaps it's pick 3 of: cheap, effective, tasteful, easy.