Experiment with different retrieves, from a steady slow retrieve, to a fast burning retrieve. The best retrieve I've found is a "Hopping" retrieve. Cast the lure out and then pull your rod tip back sharply, then drop your rod tip forward and reel up the slack then repeat the back pull and drop forward.
If your lake has a clean bottom you can crawl the lure across the bottom and a very slow retrieve and this can be deadly too.
Caught my largest Spotted Bass ever on the hopping retrieve with a Rattlin' Rap.