I take these 90% of my games because they are consistent, with you can always escape from danger, or get that cheeky auto attack in to "secure" a kill from your teammates, and with you can either; for a inhibitor, join team fights, or protect your own tower if you die.
I will take if I am up against a duelist that I need that slight edge on, or a heavy healing champion such as .
I will take if I am going to try for a semi safe cheese level 1, or I am uncomfortable with the lane such as
For masteries, you first want to start with fury because is so auto attack heavy, and you can only get the bonus for sorcery with your .
Second feast should be taken because the 20 health every 30 seconds adds up, and with hard match ups such as it really helps in the long run. I take this over fresh blood because while the damage is nice, you are still low after the trade, and feast sustains you in lane longer than it take for you to push your enemy out of lane with fresh blood.
Lastly you don't want expose weakness because that is generally a support mastery, and with the majority of the game you will be by yourself split pushing while your team is fighting.
You should take natural talent over vampirism because vampirism falls off, you get some good damage with your and you heal more with compared to the healing you receive with vampirism.
You take battle trance over double edged sword and bounty hunter because no matter how good you are with , you aren't garenteed a kill so bounty hunter is useless early, and double edged sword is only good for very short burst trades where excels at chasing so battle trance is the way to go.
Battering blows is kind of self explanatory, you only deal magic damage with your, and it isn't enough to lose on 7% ish damage with your auto attacks.
Fervor of battle
Personally I like to take fervor of battle over warlord's bloodlust because the dueling potential you get with it in extended fights is just too good to give up for some movespeed and sustain, and deathfire touch is out of the picture on because the only ability that it effects is his .
Resolve VS Cunning
The reason why I go the resolve tree as my secondary over cunning is that needs the sustain to get to late game, which resolve gives while cunning only gives damage.
I take recovery over unyielding because almost never builds defensive stats and the recovery is really useful.
I take tough skin over seigemaster because seigemaster is only efficient when you are under YOUR tower and with the majority of the time you will be spit pushing, and explorer isn't as efficient as it could be on because all you'll be doing pretty much is split pushing.
I take runic armor over veteran's scars because you heal a lot more than 50 HP with your when you take runic armor, plus it slightly helps with life steal.
Last but not least, you should take insight over fearless and perseverance because with insight you have a small window of opportunity to duel your opponent if they don't have it. (Hover over their summoner spells to tell) and perseverance only gives you sustain pretty much when your , and then you'll always be taking damage so it doesn't have time to have any significant impact, and fearless doesn't give you enough tank stats even when you trade to be worth it compared to the opportunity you can get for a kill with insight.