Ok, let's take a typical flop situation, you've got tptk, 2 suited on the board, you want to chase flush draws.. When I'm in this situation, I generally bet half the pot. If they call and no third suited card comes, I once again bet half the pot on the turn. My reasoning behind this is that they're getting about 5-1 to make it on the turn and then 5-1 again to make it on the river, so by giving them 3-1 each time, I'm making them make incorrect plays if they call. Am I wrong?

I was discussing this with a poker buddy and he's sure I need to bet more on the flop because he's using my opponent's odds to make it on the turn OR river. But I think the fact that I get to bet again on the turn makes those odds irrelevant.

Note that this is ring games only. I blitzkrieg flush draws in tourneys.