Build up for big launch or sell from the beginning?

Hi Guys! First post at this forum

I am working on a video-guide clickbank product that will be finished in about 4 weeks. It is the first of its kind(but have no idea if people will buy or not), and I hope to create a small sub-niche in the fitness market. It is also pretty controversial. I am working hard to create funny/original/provocative youtube clips with hopes that it will go viral. I think there is a pretty good chance that some bloggers, newspapers, affiliates etc will pick it up and write about it.

I have seen Frank Kern’s Mass Control and Jeff Walker’s product launch formula, it seems like everybody is talking about big launches. At the moment I have no live website, and 0 subscribers. What strategy do you guys think is best?

1. Launch the product without any hype/marketing before at all. Just simply put up a site like thedietsolutionprogram . com and start selling the product from day one. In this case I will start with PPC and other paid ads on launch day. I will prepare a list of bloggers, affiliates and newspapers to contact on launch day.

2. Set up a simple page right now with some information about the product and let people sign up for newsletter. Contact bloggers, affiliates and newspapers and then build up for a big launch. In this case I will start with PPC and other paid ads 2-4 weeks before the launch.

With option 2 I will of course make a lot more money on launch day, and there is a chance that the product will have some viral effect before its launch. But I have to risk money before I have any idea if people will buy my product or not. Do you think I will have higher conversion rates if I build up a hype around the product? Will people be more eager to buy the product if they have to wait?

Which option do you think is best? Is there another option? What ups and downs do you see with each option?

If you have any questions just ask…
I look forward to see some clever inputs =)