Imagine you're stood still in a room. You're the Earth.
Now get someone else to stand a few feet away from you, facing you. Get them to walk round you, while always facing you.
Because they're always facing you as they walk round you (more in a crab-like way, perhaps), their dark side is their back. The same goes for the Moon.
If you notice though, as they walk round you, they do rotate once as they have rotated around you. This can be easily seen if they hold a stick out in front of them, perpendicular from the middle of their chest. Because they're always facing you, the stick will always be pointing to you. But if you look at the stick as a bird would from above, you'll see that as they walk completely once around you, the stick rotates too (because they do).
Make sense?