People want some social proof that your community is worth joining. In other words, people like to follow the herd. The fact that you haven't launched tells me there really isn't a substantial community yet. Focus on a private launch of your closest friends or people you know are passionate about your topic. Then, allow those members to invite the next group through an invite system before opening it up to the public. This is how I built fotoblur.com to 60K members.
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