Some people when dancing just learn the moves.  They go through the mechanics without emotion.  Yes, they can dance, but at the same time they can’t actually “dance”.

Others put their heart and soul into dancing, and ultimately the dancers become as one, part of the dance.

With selling it is much the same.  You can learn the basics and write the advert from a distance, thinking of your audience as totally separate from you.

Or you can become deeply and utterly entwined with the composition of the piece and with those to whom you are writing, so that you and your persuasion are all one.

When you do that, you are really creating an advert that people will want to read.