Bluffing is OK if used occasionally. and the feeling is good when you pull it off. On the other hand how many times have you said 'that was fn stupid'
The quote is 'You can fool some of the people some of the time. You can fool all of the people some of the time, but you can't fool all of the people all of the time.'
Lots of great comments, Your story must make sense for your bluff to make sense. you should stay consistent with your play and that includes your bluffs so they do not stand out like a sore thumb.
The art of bluffing is simple when you know how..
1. Bluff occasionally not often or people won't believe you.
2. Bluff in position, never risk your stack.
3. Never show your cards.