You can't bluff in this example against a good or a bad player. If the player is bad, he just saw you call a pot sized bet and then bet into you on the river. He's not going to fold to a raise with top pair. If the player is good, he's not going to bet into you on the river after you called a pot sized bet unless he has 2-pair or better. He's going to call your bluff because he has a good hand. This is NOT a bluffing situation.