Motto: Beat your opponents, before their cards beat you.
You can't always rely on your cards, to compete. Oftentimes, you'll need to create illusions or mindbenders, to skew the advantage in your favour.
It's all about reading your opponents, on what they have, and how you can create the illusion of having a better hand - min raises, check/raises, 'moving in', overbetting. Personally, I feel overbetting (not all-in) and inquiring to the opponent how many chips they have left are usually very common mistakes on bluffing. I've heard many people inquire how many chips are left in the opponents stack, and 95% of the time they're looking to bluff them out.