Yeah that's not really the hand you're trying to make fold, so the result says nothing about the EV of your bluff. Still, it does seem as if you're probably bluffing too much (this spot, and in general), considering the way you describe the hand and reasoning behind actions.

Do you have a diamond? If so I'd prob cbet flop (a lot of ppl will fold anything worse than kx) and if not prob just give up/hope to see free cards. As played I dunno what you're repping OTT, why do you say you are "representing a very strong hand"? 

He can check KK as well as sometimes AA or AK so it's not like he can't rep any value hands. He can have 97s as well. I don't mind turn and river, I like it less if you have a diamond. I don't really like preflop.

QJo isn't a 3b oop against fishs that are limping. This guys aren't folding generally for any pre flop size. I rather raise a little tighter and play in position against this kinda of loose-passive. 

i dont l'ike the preflop play, oop it would be difficult to do anything, but it isnt the worst hand to 3bet

on turn and river, i'm ok, u have AA AK KK and he is mostly capped to Kx, why not

QJ is a hand that plays pretty well multi way.  You should want to keep the limpers in unless you have a good read on the opener.  If he likes to raise limpers and fold when 3b a lot, definitely a good spot for this.  As for leading 4 way on the turn, I know you think you are repping strong but not many people are slow playing otf with AA, AK, 99...4 way.  Once you get called on the turn im just check folding. As you are only shoving 900 into 1650, most will just call as played especially if they have blockers.