Most topwater lures are great right out of the package. But sometimes slight tweaks and modifications make them even better.
For example, drilling a small hole and filling topwater lures with a few BB's is a great way to add a little weight (leading to longer casts) and extra rattle. Assorted poppers and Zara Spooks are great lures for doing this with. This is very popular for surf fishing when long casts and noisy lures are necessary to get the fish fired up.