Texas Hold'em is like being a D&D Rogue, you need to be deceptive and crafty in order to succeed and get what you want.
First of all, don't make an obvious bluff. Like going on all in on a crappy hand. He may forsee it and attack you by going equal.
Second, don't make yourself readable.
If you do anything that makes you look like you are going to win, like a reaction or a slight alter in your eyes, you won't get much.
Third, do what Glowpole said and get sunglasses or a pattern that covers your eyes. Some places may allow you to do this, if they don't, then work on a strong, emotionless poker face.
And try to attack the confidence in your opponent, there is more than 1 way in Texas Hold'em to make an opponent suffer. When they feel they may have won, do something a little drastic, even if your hand is kinda weak.
Chances are he will either continue the play, or surrender.