Ruse – cliff – frank (5)
![Ross](/clue/static/ross-mug.min.png)
I believe the answer is:
bluff
(Other definitions for bluff that I've seen before include "What a poker player does - or tries to" , "Steep promontory" , "Hoodwink" , "Outspoken and hearty" , "Act deceptively; steep cliff" .)