Maximize the size of the pots that you win; minimize the amount of your money in the pots that you lose.
When deciding whether or not to call, factor the amount of money being asked of you in relation to the amount of money in the pot.
Avoid playing too consistently; take note of the consistencies in your opponents.
Know the players at the table; adjust your playing style accordingly.
Be aware of tells in yourself; be aware of tells in others.
Utilize bluffing; bluff with the best-balanced frequency to maximize its usefulness.
Practice inexpensive advertising to create false impressions of your playing style.