How Do You Create Content That Sells?

Step one is generating leads, right? And step two, it sounds like is the creation of different kinds of stories to kind of sell. Is that kind of what you're telling me? I just want to make sure I'm crystal clear because and when does this happen? Like, like, am I collecting leads weeks in advance and then I'm creating content that's different? This is the part where I'm getting a little bit confused between the step first step and the second step. It depends on whether you just have one offer that you're promoting or you kind of generate your different lists.