Bluffing is an integral part of Poker, Sometimes it is the only way to win a hand, when you were drawing to a Full House or Flush only to miss it on the River but a possible straight shows up, Selling the story that you made the hand you were drawing to a straight all along has to be convincing, bet to little and they will call your bluff, Bet too big and you risk going broke, So it has to be convincing.
It is what makes the game so much Fun, and I have in some circumstances called a bet from a player when there was 4 suited cards on the table, and I didn't have any card of that suit, but I did have 2 pair, or 3 of a kind, The hard part is making the 2nd Nut Flush with a King in your hand and facing a re-raise of an All-in shove on the River knowing he has the Ace in his hand.
Folding the King Flush is painful but sometimes necessary to stay in the game.
I love live
poker games because I can get a read on some Players, that makes these decisions easier, and there is nothing more satisfying than calling a player who is bluffing at you.