100NL: Overbet bluff in 3B Pot

I normally don't do this against someone who appears to be bad but I just felt that I had a lot of FE on this card. Thoughts? Preflop 3-bet is because CO/BTN were nits and SB/BB were fish. UTG was 29/23ish and I know he opens SC from that position and is a competent reg who will 4B/fold (and this is my first time 3B him this session).

$0.50/$1 No Limit Holdem
6 Players
Hand Conversion Powered by weaktight.com

Stacks:
UTG ($100)
Hero ($136)
CO ($117)
BTN ($102)
SB ($105)
BB ($101)

Pre-Flop: ($1.50, 6 players) Hero is UTG+1 A 10
UTG raises to $4, Hero raises to $12, 2 folds, SB calls $11.50, 1 fold, UTG calls $8

Flop: J 3 9 ($37, 3 players)
SB checks, UTG checks, Hero checks

Turn: K ($37, 3 players)
SB bets $9, UTG folds, Hero calls $9

River: 9 ($55, 2 players)
SB bets $6, Hero goes all-in $115

You are repping boat here and maybe high flush and because you did 3 bet preflop only reasonable hand that you have here is A10 clubs, AK clubs, J-J, 3-3, 9-9 and K-k, and maybe J-9 - the problem with this play is that you didnt cont bet on this super drawy board ( which you would if you have set, two pairs or nut flush draw with overs) so yor play doesnt have lot of sense and ood players will hardly give you credit for something decent.

But as you said, villain is a fish so he doesnt think....

You accomplish the same thing and save some $$ with making it 60.

yeah i have no experience doing this but i'm guessing it's bad.