A fish hook apparatus including a head member, a shank, a bend section, a point element, and securing elements and a method for producing a controllable action in a bait are provided. The head member is defined by a top nose element, opposing side walls, and a bottom end. The head member includes a channel with openings at the top nose element and an opposing side wall for passing a fishing line. A securing element, coupled to the bottom end of the head member, secures a head of the bait. Another securing element, coupled to any location of the bait, secures one end of the fishing line exiting from the head member to the bait. Controllably tugging the fishing line curls the secured bait backwards towards the head member and springs the secured bait forwards to produce a controllable action, for example, a worm-like action in the bait.