Quote from Kap:
We're talking about selling Puts here, giving the right for someone else to sell to u the underlying instrument for a premium. Yes at expiry there is a worse case scenario u can calculate, but the problem arrises inbetween to expiry where with a few sharp movements the MARGIN required by the exchange and/or to your broker to hold the position can be come astronomical, and I'm talking from experience.
The price (or margin required for a seller)of a put CAN rise in even in a rising market and likewise for a call in a crash. If you can't work out the last sentence then you shouldn't be playing.
Worth noting is that the implied volatility for a call and a put at the same strike theoritically should be the same, according to the put/call parity but very often there slightly skewed, which is a good indication of market sentiment.