The beauty of the Ima Square Bill Crankbait is it's really three or four baits in one. While some other square bills are good burned, others are at their best when they're waked or twitched. Some do well deflecting off cover while others are best in open water. The ima Square Bill can match each attribute and talent, with no weakness. My favorite is to mix it ALL up on a single retrieve, going "from twitching to waking, to reeling it down to three feet to burning it." It's not just a jack-of-all-trades – it's a master of each one, too.

This lure is truly Bassmaster Elite Angler's Bill Lowen's baby, a tool he's dreamed about for decades finally come to life. After countless back and forth conversations with IMA's engineers in Japan and multiple refinements and prototypes, he's convinced that no other square bill can match his Square Bill. It has a stubby, rounded body that produces an earth-shaking wobble, bold eyes, a computer chip lip and two sticky-sharp #6 Owner hooks that'll nab even the short strikers, although most bass absolutely choke this bait down.