The secret to success with any bait ...... be it a plastic, spinnerbait, crankbait, swimbait or whatever is THROW IT.
I've always had a lot of confidence in fishing plastics and catch most of my fish with them and therefore ended up fishing almost exclusively with them. But there are days when you can do better on a "reaction bite" where fish react to a fast moving bait, be it a crankbait or spinnerbait. Very often you'll find that you get the bigger fish on cranks or spinnerbaits and your keeper size fish on plastics and small crankbaits. But make no mistake, plastics catch plenty big fish too. Carolina rigs in deep water and texas rigs in heavy cover account for many large fish.
I never had much success on crankbaits, but then I never fished them enough, be it deep diving or lipless cranks. This season I aquired the necessary tackle and forced myself to throw a cranbait all day in tournaments or fish-offs and only use a plastic bait in a "follow-up" situation. Thats when a fish has gone for your crank and missed and you pick up a weightless rigged plastic and cast where the fish swirled/struck/followed your crank.
I've caught plenty fish on cranks this season and now have much more confidence in these lures which means I'll be throwing them a lot more, depending of course on the conditions. I've found that I'm catching more quality fish on cranks. The downside of cranks is that one does tend to lose a lot of fish on them but you end up covering a lot more water than with plastic fishing which makes up for this. Try keep pressure on the fish without trying to force it toward the boat/bank. Forcing it loosens up the trebles hookset making it easier for the fish to throw/shake the lure.
I've been using Norman, Bandit, Excalibur, Rapala and Lucky Craft. They all work. You need to try match the lure to what it is you're trying to do.