It does not matter how pretty your lure is or how expensive it was. What matters is if the fish like it.
Fish will only strike at bait that attracts them. If a lure can not get the attention of a fish, then you will not catch fish. With that being said, what do you think is the most attractive thing for a fish? Not the color, not the price, but the action.
Fish will not strike at something that is dead in the water. If your lure just sits there, fish will not find it interesting and they will not strike at it. The lure has to have a certain type of action to attract fish. What action is that you ask? It has to act like something the fish normally eats.
Large gamefish eat small baitfish. So to catch more fish, your lure has to mimic the action of a baitfish. This can be done in a few ways. One is by pulling your lures along slowly and letting it roll and wriggle back and forth. Another is to buy special tools that will do all the movement for you. Some companies have even invested in making a lure that looks like it swims by segmenting the tail end of the lure into multiple pieces so that when it is pulled these pieces will wave back and forth like a fish tail.
So what is the best lure for catching all types of fish? Well no one knows for sure and lure makers will shove their lures down your throat claiming it is the best. The best lure is the one that gives the most action, no matter what speed you pull it at. The best lure is the lure that wriggles back and forth without rolling over. The best lure is a lure that looks and acts like a fish. Does this perfect lure exist? Is there such a lure out there? A lot of lures have come close but so far, not one can mimic a fish perfectly.
Somewhere out there someone must be working on that perfect lure. A lure that wriggles back and forth and rolls without rolling over completely. A lure you can pull at any speed and it will still act like a fish.