Learn to think outside of the box and dont be afraid to deviate from your normal lure choices. Pick something those big fish probably havent seen before. My personal best of 8 pounds came out of a shallow pond in a neighborhood with little to no cover on the bottom that a few people fish consistently with soft plastic baits exclusively and no one has ever caught any big bass out there and i was using a fat free guppy crankbait. That same night i caught 5 more fish that were all in the 5-6 pound range on the same lure. They absolutely would not touch a senko, a trick worm, texas rig, shakey head, spinnerbait, lipless crankbait, a topwater, a fluke, a jig, etc. pretty much tried everything in my tacklebox and was about to give up because i honestly didnt think there was anything in that pond. Boy was I wrong. Throw something at them that they haven't seen before. Fish get used to seeing the same old lures again and again and my theory is that big bass are harder to catch because throughout their life they have probably seen a texas rig or a senko or whatever other common bait more than a thousand times and have probably been caught and released quite a few times. Before you showed up at your fishing spot, probably 200 other anglers that week had thrown the same bait you plan on throwing. I've seen big fish go from biting certain baits to not even looking at them by the end of the week. In order to trick those big fish you have to give them something they havent seen before.