Without reads I would consider this bluff pretty standard. His most likely hands are a draw or weak two pair. An overpair has any made hand he has crushed, and he can't call with a draw. Of course sometimes he'll show you the nuts.
Raising to $70 and then shutting down may be a less expensive way to get the same result.
Party Poker No-Limit Hold'em, $ BB (6 max, 6 handed)
FTR converter on zerodivide.cx
MP ($126.43)
CO ($113.25)
Hero ($207.90)
SB ($135.70)
BB ($18.24)
UTG ($373.10)
Preflop: Hero is Button with 5[img]/images/graemlins/diamond.gif[/img], 4[img]/images/graemlins/diamond.gif[/img]. SB posts a blind of $1.
UTG calls $2, MP calls $2, CO calls $2, <font color="#CC3333">Hero raises to $13</font>, SB (poster) calls $12, <font color="#666666">
1 fold</font>, UTG calls $11, MP folds, CO calls $11.
Flop: ($56) T[img]/images/graemlins/club.gif[/img], 3[img]/images/graemlins/club.gif[/img], 3[img]/images/graemlins/spade.gif[/img] <font color="#0000FF">(4 players)</font>
<font color="#CC3333">SB bets $8</font>, UTG folds, CO folds, Hero calls $194.90 (All-In)..