Bluffing a Callingstation at NL50

[TylerSoapCO]

So now I know that the bluff was a total waste of money, but know how should the hand been played. My thought about this is:

A calling station is reraising me on the flop, this means that he believes that he have a strong hand so now I want see the turn and river as cheap as possible and if a jack or a heart that don't pair the board comes just push all-in, because then the only likely holdings that beats me are Ax h or a full house (flopped set) and if I miss fold. Because this all-in should be called by a calling station most of the time.

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I don't understand the flop action. You lead small. If you did that to get a raise so you could 3-bet big then it worked...

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But I did get the recommendation to 3-bet the flop I don't understand how this would increase the EV of this hand.

Any comments on this.