There are all kinds of different retrieves you can use. Cast it out and start reeling then stop for a couple seconds and let the bait float up a bit before starting to reel again. Or you could reel until you bang off some kind of cover and then pause for a second. It'll look like a small fish ran into a log and got stunned for a second. The perfect opportunity for a hungry bass. Or try fishing a crankbait designed for deeper water than your fishing. For example, if you fish a bait that dives 8 feet in 4 feet of water, you can dig in and stir up the bottom. Just be wary of snags. Then again, you could always just cast it out and burn it back in. Another thing you can do is to move your rod tip back and forth while reeling, say from about 10 o'clock to 2 o'clock making the bait change directions slightly. Remember, baitfish usually don't swim in a strait line. Change it up till you get bit and then try and duplicate what you were doing when the fish hit it.