It's pretty simple, and we like to say "curiosity caught the fish"!
The TactiBite Fish Call contains a tactile transducer (basically a speaker) that produces sounds and vibrations. Fish are naturally curious (and always hungry!) and head towards those sounds and vibrations in search of their next meal.
But how do they hear it? Do fish even have ears?!
Fish hear using their Lateral Lines, which run down each side of their body and function just like our ears do. They contain lots of little hairs that detect small vibrations in the water. Since they have one on each side, fish can tell which direction the vibrations are coming from and head towards them! Fish use their lateral lines for lots of things, including staying in schools and locating prey.