The most basic but most important tip I've ever been given about shore bass fishing, which must have at least trebled my catch rate overnight, was "however far you're casting, it's too far".
Fish close in — 30 yards max on a flat beach, even closer if it's steep etc. — and only go further out if you don't find them. You often see the guide to aim for the second to third breaker out, which IS often best, but I would start even closer, then work out. Shallow water does not put off even the bigger fish. I've had a 5lber from 2' of water, and an 8½ from about 3-4' deep.
To catch a ... any ... first bass, use worms. They go nuts for lug over sand, or for maddies anywhere. This may bring you only schoolies to 1, 1½, but if they're there, you won't be able to avoid catching them!
Large sandeel/launce, or whole squid will weed out some of the bigger fish, especially (or more regularly) from beaches. Using fish baits inside estuaries doesn't work that often, down here at least, but they are what pulls out the occasional whopper.
Many swear by mackerel — I've never had much luck with it for bass myself. Peeler, much the same for me. I find it's best to only use this around rocks.