you have to think 'what hand am i repping, and how would i play it if i did have it'

if the flop is 2 3 7 rainbow, there arent many hands you can rep. only possibility is 9s-As. so to play it youd bet hard on the flop in order to force overcards to fold.

if the flop is 2 suited, you can pretend to be chasing the flush. minbet the flop and when (if) the scare card hits, bet hard. you just have to sell your hand.

i dont consider bluffing just throwing so many chips in the pot that you push people off hands. you have to convince them theyre beat. this is for cash games anyway. tourneys, go ahead and play the maniac.