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"only to be called down by midpair who doesn't know how to make a lay down"
This is maybe 50% of all players at £25NL level - you have to know who, when and where to bluff if you're going to use it as part of your game, and you also need to know what to bluff with.
If you are playing a weak made hand or draw and think you're bluffing, in reality you're not - you're weakening your position with a mixture of "I'll bluff him out of this pot" and "I might just win anyway with my second pair weak kicker/gutshot straight draw". When you bluff, you play like you've got the nuts - at every street you have the winning hand. Take advantage of that.
Secondly, at this level a continuation bet of traditional proportions will only put off good (or very weak) players. If you want someone with a weak hand to leave the pot, overbet and if they call, check-fold to the river if you don't improve on the next street. If they raise and you don't have a great draw with pot/implied odds, fold - when you come across a show of strength while bluffing, it's almost never a double bluff. Fold with anything less that TPTK.
A pre-flop raise may help your cause by repping strenght, but only against decent players, as it also will mean that your oppo had at very least a decent starting hand, and lots of amateurs will call a raise with A8o, then stick with it when the flop comes 46J because hey, they still have the ace.
I find that bluffing works bets when everyone limps pre-flop. It seldom matters what the board is - unless they hit top pair or two pair, you're probably going to take it down. However, you're also going to be putting your arse on the line for little reward.
Finally, position position position. Position. Never bluff out of position unless you have a VERY good reason for doing so.
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