If the fish go cold (or never start biting) on your soft plastic/jig head combo, try going to a little heavier jig head. Sometimes the slightly faster fall is just enough to get the fish excited again, or trigger a reaction bite.
PRO TIP- In the wintertime use a slightly heavier jig head, but try to keep the bait from moving forward too much. Let it hop up and fall right back down in as close to the same spot as possible. This will keep lethargic fish from having to chase the bait down, but will still often cause a reaction strike.