This post is a bump of the ones above. This is a brief version of the things in the above posts. They are just as true today as there were when they were written.
A friendly reminder on this. Play your stats. If you want to lie effectively, or at any real scale, you need to have invested points in bluff. If you are trying to be a leader, you need to have invested in charisma. If you are trying to be big and scary, you should have invested points in intimidate.
If you do not have the investment, DMs are at liberty to ask for rolls or give people you are trying to lie to/lead/intimidate a hint that your character is not living up to the words that the player is typing.