Don't bluff the calling stations once they show they have something - one of the oldest dictums in big bet poker, but still true. And one I've violated more than once and regretted it
Last year at WSOP I moved into the main 10-20 game at Bellagio, taking the seat of an old friend. I asked for reads, and he said "the guy on your left is calling all bets". Sure enough, the guy ran his stack up from about 4k to 15k in about 3 hours when various young agressive Euro players took turns trying to bluff him after he called a flop bet.