PokerStars No-Limit Hold'em, $0.10 BB (8 handed) from (Format: FlopTurnRiver)

MP1 ($4.20)
MP2 ($3.85)
CO ($10.25)
Button ($11.40)
Hero ($17.90)
BB ($4.90)
UTG ($11.15)
UTG+1 ($9.90)

Preflop: Hero is SB with J, J.
6 folds, Hero raises to $17.9, BB calls $4.80 (All-In).

Flop: ($22.80) 3, 6, 9 (2 players, 1 all-in)

Turn: ($22.80) Q (2 players, 1 all-in)

River: ($22.80) 4 (2 players, 1 all-in)

Final Pot: $22.80

Results in white below:
BB has Kd Kh (one pair, kings).
Hero has Jd Jh (one pair, jacks).
Outcome: Hero wins $22.80.

David Sklansky explains it this way. Except he was using two Qweens. You shouldn't push first in this situation because you are lowering the value of your hand to a 72o. He says you will win that hand just as easily with 72 as you would with QQ because nobody is going to call except kk and AA. This is of course tourny strategy and with pros, but it also fits your situation too.