Cast, pitch, or flip the lure to your target and let it sink to the bottom. Reel up any slack. Then, with the rod horizontal to the water or slightly higher, either jiggle the rod tip very gently or hold the rod dead still and squeeze the handle repeatedly to make the tip vibrate. "Done properly, the lure will quiver in one spot, which really ticks bass off," Jordon says. "I often shake a bait 30 seconds or longer. Eventually, they nail it."