He weak leads into you after calling a 3bet on a paired board, I doubt he has anything. Raise flop or call and raise turn. Not really as a bluff, kind of a value bluff. He has at best KJ imo. More likely something like 77 or TT. I'd even consider betting turn facing a call.
I wrote about this last night. I think it applies here:
http://forumserver.twoplustwo.com/showth...=5#Post13150926