Ask HN: How do you handle marketing as a solo tech

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