He just won't call

[donkeyradish]

It sounds like maybe you are only betting when you actually have something in which case they are reading your play well

If you come in with a raise and 2 people call, the next bet should be automatic almost always, folding to any raise, obviously if your hand has no prospects.

If they are playing too tightly, the bets you gain from their folds, outweigh bets you lose when they have something.

And since you'll now be considered a habitual bluffer they will call more frequently