I would think that there isn't really any benefit to putting effort into gaining attention when you don't have a game to sell yet and can't capitalise on that attention. It will mean you will sell more copies in the initial period when the game is finally released, but if you're planning to launch it from your own website first of all, a "soft release" is often recommended anyway. So you can sort out any nasty bugs and problems with your ordering system and stuff like that.
Then, when everything is going smoothly, ramp 'er into overdrive. If anyone feels differently, I'd be interested to hear ya' theories.