Stopping Bluffs

[ike]

Short version of optimal bluffing frequency:
If you bluff such a percentage of the time that the odds against you bluffing are equal to the pot odds your opponent gets on your bet. So, in 10/20 bluff $20 into a $100 pot once for every 5 legitimate bets you make. The "adding outs" technique that Ed uses works as a good way to randomize your bluffs and make them with optimal frequency. This optimal frequency is not "optimal" in the sense that against real people bluffing this often will make you the most money. It is optimal in a game theory sense, i.e. it is impossible for your opponent to play well against you; even if your opponent knows exactly the probability of you bluffing both folding and calling are 0 EV. Against real people you can bluff either more or less than the "optimal" frequency depending on your opponent, essentially offering them the choice of a +EV play and a -EV play and hoping they will tend to choose the wrong one.
This is explained in much greater detail in Sklansky's Theory of Poker.