Its all about reads and table image.
Last night I get Q7o on the button and its folded to me. I cover my cards and say "I am gonna play this like its AK or sth. I make my standard raise and the BB calls. Flop is A K rag. he bets $1.5 into me. If I had AK here I would smooth call and then raise the turn hard. So I do call. Turn comes another K. He bets another $1.5 (sign of weakness too, the pot is around $7 now) I raise to $5 he mucks AJ. The board helped. But I played the hand like it was AK. I would have mucked AK of the board was 10 high and he bet into me. But "I hit 2 pair and slowplayed him". I showed Q7 and then took his stack some hands later when he moved all-in over the top of me and I held KK.

You have to pick your spots. I usually do this once or twice at a table when the timing is right (table image as tight, or a series of good hands I showed down) and after that I switch to super tight only betting and raising when I have the goods. People tend to keep thinking "hey this @#%^@# might be bluffing me like he did earlier" end pay you off.