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1. Don't get involved in a hand unless the cards DEMAND that you do.

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Play the player and situation, not just the cards. Sorry, I can't agree with rule #1.

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2. Full value from a hand is NOT as important as surviving until the next.
3. Don’t be PASSIVE and let the other guy catch his hand.
RESPECT early position raises, especially late in the game.

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The trick is knowing which one is which (ie, when you aren't getting full value and when you are being too passive)

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4. You need a BETTER HAND to call with than to raise with.
5. Don't call when you KNOW you are beat.
6. Don't call raises with Ax against a full table.

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4 and 6 go hand in hand - you can call with a worse hand than you think your opponent has, as long as its a hand where you know where you are at (which Ax, Kx aren't, but small/medium pocket pairs are).
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7. Treat playing poker like you are playing for a living.
8. Don't bluff too much.
9. Play to Survive.
10. Don't bet on the river when only a better hand can call.
11. Don't risk a lot to win a little.

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Corrollary to 7, play to have fun, too.
8. But don't let your opponents (get away with a) bluff too much either.
9=11
10 - unless you are bluffing and know he can't call.
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12. Don't put advanced moves on novice players.
13. Don't play while tired or distracted.

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Yup, yup.