Trolling - Back to basics

[geekstuffff]

Sorry for the new guy questions but thought I would join the group and learn from the experience guys. Walking into the sport shop, the selections of lures is pretty intimidating. I like to be brand loyal and always liked the the Rapala brand but up to now Ive been the guy stumbling around a dark room, looking for the light switch. Hopefully someone could explain some basics. I am a casual fisherman who loves to troll with my father. We live in Northern Vermont and troll for pike, northerns, walleye and what ever else jumps on the line. Can anyone willing to help explain the difference between the different types of lures ( crankbait, rattlers, jerkbait etc.) What I am looking for the best types of lures (or two) for trolling. I know that's pretty generic for most experienced fisherman but I want a place to start my learning. I am looking to troll at depths of 3 to no more then 10-15 feet. We tend to troll at the edge of vegetation. Mostly soft mud covered bottoms. Any help would be appreciated. If you think there is something that I am not taking into account , please share.
Thanks everyone!!