One of the challenges in reaching customers is that someone else may have already assembled groups of them in the form of website audiences and communities. Some of those sites will accept sponsorships or ads, others--for example HN--are the result of audience members voting on your submission.
Assuming you believe that getting visibility on Product Hunt will draw the attention of prospects--I agree a potentially dubious assumption--you may need to find ways to cultivate "deadbeat marketeers." From what I understand, not everyone who submits a product the first time gains widespread visibility, so they must submit multiple times. Here might be a second reason to consider how to be a member in good standing of a community whose approval will be of benefit.
Assuming you believe that getting visibility on Product Hunt will draw the attention of prospects--I agree a potentially dubious assumption--you may need to find ways to cultivate "deadbeat marketeers." From what I understand, not everyone who submits a product the first time gains widespread visibility, so they must submit multiple times. Here might be a second reason to consider how to be a member in good standing of a community whose approval will be of benefit.
Obviously your mileage may vary.