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In poker you simply have to try to think on the next level above your opponent. If you do this, you can effectively trick them into thinking the wrong thing consistently, simply by always being one step ahead of their thought processes. One of the first examples of this that you encounter at the low and mid stakes is the double bluff.

Double bluff refers to a situation where you make a bet that looks very much like a bluff, but with an amazing hand. Semi-weak players fall for this all the time, just because they reason that no player would make a large bet having flopped a big hand.

The reason for this is that on the whole they don't make this play, preferring to set complex traps; they therefore project their thoughts onto their opponents. This has the added bonus for you that it is easy to read this move from them for a good player and, as a result, it frequently backfires for them through giving out too many free cards and having their big hands cracked.

This technique actually serves a triple purpose for you against weak players. Firstly, it denies your opponent free cards (always crucial if you have a set or other strong hand that can be outdrawn). Secondly, it builds the pot quickly - always essential when you hit big hands, as it does not happen too often and you need to really maximize your chances of winning big when you do.

Finally, it gives your bluffs credibility and makes you much harder to read. If you only bet when bluffing, yet check and call and try and trap with monsters, your game becomes weak and easy to read. Betting out with very weak and very strong hands alike makes your opponent's life much harder.

Most inexperienced players really undervalue the power of plays like the double bluff. Weak players habitually distrust big bets, for the simple reason that they never make them with strong hands, and thus keep thinking they are being bluffed. There is no easier opponent to beat in poker than someone who calls too much - especially in pot limit and no limit games where one or two big bets really make the difference over a session - and double bluffing suits this purpose perfectly.

Often in poker what you think the sneaky and manipulative play is, probably is not, (after all, the other person is probably thinking a very similar thing), and doing something that feels counter-intuitive will trick your opponent much more frequently (again, it will feel counter-intuitive to them as well with the result they may well make a mistake). The double bluff is a great example of this, and one which can pay huge dividends if used well.