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C-betting is a technique that is difficult to measure the effectiveness of. I always think I'm doing something wrong by constantly C-betting almost irregardless of the flop HU, with a relatively safe flop with two opps, and almost never with 3 or more when I don't have anything. But most days people just fold and fold.
You can't always check after missing and always bet after hitting. That's what the C-bet is there for. To obscure your strength. Same thing with checking with a decent hand on a dry flop. You'd like to induce a bluff, but even so, next time you check with unhit high cards they might just check, knowing that it's possible for you to be checking a strong hand. The trick is maintaining the right ratio of checks with strong hands and checks with weak hands and bets with strong hands and bets with weak hands.
C-betting also has a lot to do with your image. C-betting helps to create your image, but also, the effectiveness of your c-bets are somewhat determined by your image (which would then determine the ideal amount of c-betting, thus changing your image).
At the levels that I play at (50NL), half the time people don't have jack. And your c-bet is really a value bet when you have the best hand. That's also a reason why aggressiveness is favored. If you check a lot with strong hands to obscure your strength, your opp checking behind is not losing anything. But when you're c-betting a lot, they're going to have to call flop, turn and river bets when you do have something, and they're just going to have to call the flop (and maybe turn if you throw out the second one) bet even when you don't have anything.
The problem of people playing back at you with nothing is solved by not becoming maniacal about the whole thing. Check when it's particularly advantageous, and make sure you're not c-betting 90% of the time with nothing and 10% of the time with something.
A lot of times you've got to respect action when they do call/raise that c-bet. But if you do so all the time, it becomes very easy to see where they're at after they min-raise your c-bet. Occasionally I'm happy to come over the top of their min-raise with only an AK unimproved or something. Only two-pair and better is usually going all-in or smooth calling there.
I like Harrington's idea of randomizing your c-bets. But I'm c-betting a J72 rainbow flop almost 100% of the time HU, and I'm c-betting a JT9 two flush board a lot less. Each flop has it's advantages and disadvantages. If I get a call on the J72 flop, my opps hands are pretty limited - 88-TT, Jx are really all I'm thinking, with the small chance of a set. on the JT9 flop, there are a lot of hands that are calling me, and I need to form appropriate strategy off of these differences, even if, I might c-bet these two flops, given the right situation.
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