I normally try a different color first. Then a different size if I have it. Then maybe a diferent type of topwater bait all together if that still doesn't work.
Basically I start with the largest Spook I have usually in a light color, if that's not getting it done then I go darker color, same size. If that isn't working I'll go down a size and back to light color then to dark color. If that is still not getting the response i'm looking for, I will change baits all together and try 3 or 4 different color Flukes, a Buzzbait, a Torpedo, a Hula Popper...whatever else I have on me.
I would say that whatever you do just make sure to consistently work the bait the same way time and time again. Whether it's my ole' favorite 4 jerks and a short pause..2 jerks and a long pull then a short pause...whatever. Think about it like morse code and try out different retrieves. I think that figuring out the rhythm that's going to work on any particular day is one of the most important factors when fishing, no matter what lure you are using.