Owner Danny Blandford explains how precision in tackle designs, precision in soft plastics recipes and precision in order fulfillment are keys to success for Secret Lures Co.

The Cotton Cordell Tail-Weighted Boy Howdy is a deadly surface lure for schooling fish such as bass and stripers.

Measuring 6 inches long, the SPRO WaveTail Grub can be fished solo on a standard jighead or rigged on a wide variety of lures as a trailer.

Point customers to these 10 top bass lures when they’re heading south of the border to the famed lakes in Mexico. (These lures work in Texas and elsewhere, too.)

Measuring 2.75 inches long, the new Strike King Rage Ned Craw is ideal for finesse fishing and proportioned to fix perfectly on a Ned Rig jighead.

The unique head design of the Z-Man CrossEyeZ Flipping Jig allows it to slip easily through heavy cover and the heavy-duty 4/0 VMC flipping hook provides positive hookups.

The Gamakatsu Under Spin Head has a premium 4/0 Heavy Cover hook and a small, chrome willow leaf blade for a subtle trigger.

The new-for-2020 Daiwa Tatula 300 baitcasting reel is designed for throwing large lures for big bass.

Ideal for flippin’ rigged Texas-style or as a jig trailer, the Zoom Bait Magnum Ultra-Vibe Speed Craw is 20% larger than the original Ultra-Vibe Speed Craw.

Customers don’t have unlimited budgets for fishing rods, so it’s important to understand the relationship between product price and performance.