A Balancing Act

[Schneids]

Dabbling in a few higher games online, where you're playing with more observant opponents and quite often a lot of the same people day-to-day, I've noticed the increased importance of varying your play... How often is it necessary to do something like this...?

Hand One
Hero raises KsQs in EP. CO and Button call, as do both blinds... Flop [8s Qd 6h]; Hero bets, Button calls and BB calls. Turn [2s]; Check, Hero checks, Button bets, BB folds, Hero raises... Button folds.

To set up other plays like this, with say AK or 77...:
Hand Two
Hero raises in EP, gets an LP cold caller and a blind defender... Flop [Qs Jd 5h]; Hero bets only LP calls. Turn [Jc]; Hero checks, LP bets, Hero raises, LP folds.


I think it's pretty clear that with a tight image (which I possess in full ring) the ultimate goal is to do hand 1 just often enough (where they'll probably fold or I'm hoping I get called down to show I c/r'ed with a strong hand) _just barely_ often enough, to gain more fold equity for situations like hand 2. In hand 1 I do expect them to call me down most of the time if I keep betting it, so, I'm basically giving up a little bit of EV in hand 1 spots hoping to earn it back in the rare hand 2 spots by winning a whole pot I didn't deserve.

Does this make sense? How often should I be incorporating this type of thinking? So far I've done this a few times and generally always gotten immediate folds.