Ask HN: How do you handle marketing as a solo technical founder?

I've shipped multiple products over the past few years. Every single one followed the same pattern: build, post, get 12 likes from friends, a bit of organic traction, then nothing. Back to coding a new thing.

I know I need marketing help but giving equity to someone I met online feels like a huge risk. At the same time hiring a paid marketer when you have zero revenue feels just as scary. And I'm not dancing on TikTok, that's for sure.

Have any of you actually taken on a marketing co-founder? What made you say yes to that person specifically? Was it their track record, the way they pitched, a trial period first?