Keep retrieve and bait the same but change the color SLIGHTLY first. If that does not help then put back on the first color and start varying the presentation, faster - slower - erratic. If that does not work then make a drastic change within the same bait "family" for example if you are throwing a crankbait and make the first couple of suggestions to nothing then maybe a different brand crankbait that has a different wobble or different rattle, maybe you keep the shad patter but go to a fluke or something like that. One think is there are many different types and brands of baits that imitate a shad or worm or crayfish.