100nl- I turn my squeeze into a big bluff

Making a plan and sticking to it is the name of the game.This hand just felt right at the time, what do you guys think?

MP3 is fishy 35/19/0.8 (32) CO is reggy 15/12/3.8 (441) I checked the flop planning to give up, I was surprised when the reg didn't bet. So on a blank turn I decide a smallish bet will look super strong to the fish and get that setmining reg asshole off his hand. When river blanks I feel like c/f really sucks vs MP3s turn calling range (Kx, Qx, Hearts, weird draws). Also Kx is calling a small bet and I think a shove looks nut-strong to him.

EDIT: Thinking about it my turn bet probably isn't big enough.

Full Tilt No-Limit Hold'em, $1.00 BB (9 handed) - Full-Tilt Converter Tool from FlopTurnRiver.com

UTG ($109.50)
UTG+1 ($100)
MP1 ($48.55)
MP2 ($116.35)
MP3 ($143.60)
CO ($107.30)
Button ($153.25)
SB ($100)
Hero (BB) ($105.40)

Preflop: Hero is BB with A, J
4 folds, MP3 bets $3, CO calls $3, 2 folds, Hero raises to $12, MP3 calls $9, CO calls $9

Flop: ($36.50) K, 9, Q (3 players)
Hero checks, MP3 checks, CO checks

Turn: ($36.50) 3 (3 players)
Hero bets $17, MP3 calls $17, 1 fold

River: ($70.50) 2 (2 players)
Hero bets $76.40 (All-In)

Total pot: $70.50 | Rake: $3