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You haven't read the stickies (????)
fimbulwinter post
3. Not river bluffing when it's hopeless and you've been betting. say you've been betting a flush and gutshot draw and its the river with 30 bucks in the pot and the probable drawer checks to you. almost all 25NL players check behind here and i can't say how many times two draws were shown down in these types of pots. the bluff doesnt and shouldnt be big, you just want them to lay down a higher nopair than you have. remember that this only has to work a small amount of time if you're betting 1/3 pot, and the times I try it i'd guess it works about 50% of the time, so take that EV.
This is kind of my thinking behind my river push here (yes I'm bluffing "big" - but I can't see less than a push here being called if villains spiked some crap pair on the turn/river given how big my stack is in relation to the pot)
Also if I check behind an observant villain will see what cards I'm betting with here - if he folds he doesn't get to see my hand.
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Thing is, fim is betting there to get
better draws to fold.
That would apply to this hand if YOU were pushing JT hoping villain folds the NFD. But this is the other way around -- you essentially have the nut no-pair here and this doesn't apply; you have the best hand very, very often if he was drawing, and if he wasn't drawing, he probably won't fold.