Sometimes situations arise which lend themselves to a bluff. Such a bluff is more likely to be successful if the correct groundwork has been laid. You hold 9S 9D and have called a single bet before the flop. Now the board is 10C 8D 4H and you bet out. The pair of nines is quite likely the best hand. You get one lone caller and the turn bring brings forth 10C 8D 4H JS.

If you again bet it is unlikely a strong player will call. You may have a straight; you may have bet with J-9, so that X-10 is now losing; you may have A-10 yourself. The initiative is very important in poker. Moreover, even if he calls, then you can still hit a Queen, seven or a nine to win the pot. This is called bluffing with outs.

If the river is 10C 8D 4S J S 3C, then you should bet again. If he calls you with a hand like KS KD, then you have been outplayed. Say, 'Good call', smile weakly, fold your tents and steal away into the night.