Jack Haley understood that it is not the fishing lure, in and of itself, that catches fish. He went so far as to say that his lure, the Spot King, had no fish catching quality at all. What catches fish, according to Haley, is the action given to a lure by a fisherman who knows how to properly work the bait. Paperwork for the Jack Haley Spot King lure reads there is an old legend among the oldest and most successful fishermen that 70% of all fish that strike artificial bait are enticed to do so by the action of the bait. He explains how to pop his Spot King lure on the surface using a walk the dog technique, and also how to jerk the bait underwater. You put the action to work and the fish will take care of their part of the show.