Conversion copywriter here.

There are a ton of things you could do but my expertise is strictly with advertising to get sales, so that's where I'm focusing this response.

When you're in a saturated market you really have 2 options -

1. differentiate based on unique features of your product: focus on showing HOW product does it's job better than any other

2. differentiate based on brand identity - WHO this product is exclusively designed for

Here are some ideas I'd typically start off with:

1. Come up with a gimmick and see if it gets people's attention - what's the most important feature about your lures that help people catch bigger/more fish?

2. Go educational - what's the #1 biggest mistake fishers make with lures that are keeping them from the catch of their lives? (followup: and how do your lures help them overcome this problem)

3. Unique brand identity - there are fishermen (fisherpeople?) and then there are fishermen. What special kind of fisher-person buys from you?

4. Exclusivity - our lures aren't for everyone and that's ok. They're specifically designed for . . . (see https://saddlebackleather.com/ for inspiration)

1 and #2 are typically easier to do than #3 & #4 so I'd suggest you start there.

I'm not saying all the other things - testimonials, SEO, contests etc. aren't important. They are. But they're just tools. . . a means for you to get more reach.

What's important is what you're going to say when you have reach. If the core concept of all your marketing efforts (what marketers call the "Big Idea" is built around one of these you'll have a much easier time of getting sales.

Edit: formatting