It's hard to say how to be a better werewolf as both the personal styles of playing and the combination of other players seem to produce a bit different dynamic every time. I mean I have been an excellent werewolf (like in the last game where we all three stayed alive and butchered the whole village) but also a lousy one (being lynched on Day1). I'm not sure how those things happened other that they were a combination of adjusting or not being able to adjust to the present game and trying to see the way through it.
But if you want a catch-phrase then try this: be yourself even if you are a baddie, speak and act like you would do were you your innocent self. It's hard sometimes - most of the times - to be sure... and it doesn't even always pay off.
