In a typical 10NL game, there are people who are very willing to pay up with crap hands, bluffing against those is almost never a good idea. Here you mainly wait for a hand and then take their money. But there are also people there who don't pay up so easily. (yes they do exist) You will really need to hit your set when they hit their tptk to make them pay up. And against those people, well timed bluffs work.

Another type that bluffs work against, and this is the most common one you'll be able to launch bluffs at in 10NL, is the one who always standard bets to the value of how he judges his hand. A decent hand=normal raise. If he's really happy with his hand, big raise. If he doubts it, check/fold. So if you know they have nothing, and you have nothing either, a hard enough bluff will take the pot. It doesn't even matter if his hand valueing is way off. If he liked his hand, he woulda shown it in his betting behavior. If he thinks a flush draw is worth a pot-sized bet, then don't bluff when he has that lol.

Ofcourse you will need to know what kind of person you are up against.