When the ball settles back to the table the friction of the felt grabs the ball and the spin takes effect, pulling the cue ball toward the object ball. The masse' is an extremely complicated combination of physics that requires careful observation and lots of practice. It is not a smart choice, because so many uncontrollable factors enter the picture. The felt may be too damp or dry. More often, the shooter simply lacks the experience.
Many players believe maximum spin is accomplished by striking the cue ball hard.
Practice with easy strokes, and gradually increase the force as required. The curve shot is more attainable, but is also fraught with danger. It uses the same dynamics as the masse', but requires less flank spin. The stick is not elevated nearly as much, and miscues are less common. Learning the curve shot is valuable, not because of the shot itself, but because, like the masse', it can provide valuable information for other situations.