Bluff the fish?

[cowpig]

Villain seems like your avg fish, super passive and plays his hands according to what he thinks they're worth, and probably doesn't think much about his opponents' hands

2/4, 4-handed

Hero is dealt Q[img]/images/graemlins/spade.gif[/img]J[img]/images/graemlins/club.gif[/img] UTG

<font color="red">Hero raises to $13</font>, BTN folds, SB calls, Villain calls

Flop (pot $39)
T[img]/images/graemlins/club.gif[/img] 4[img]/images/graemlins/club.gif[/img] 7[img]/images/graemlins/club.gif[/img]

check, check, check

Turn (pot $39)
T[img]/images/graemlins/club.gif[/img] 4[img]/images/graemlins/club.gif[/img] 7[img]/images/graemlins/club.gif[/img] 3[img]/images/graemlins/diamond.gif[/img]
check, <font color="red">Villain bets $15</font>, <font color="red">Hero raises to $50</font>

Planning on betting most non-club rivers pretty hard if villain calls and checks