Trial and error on the lip style/size. That is one of the things I'm still messing with. Rounded lips tend to give more action to the plug. Squared off lips deflect better of objects in the water. The angle of the lip probably has a lot to do with the action/depth the plug will run. A lip coming straight out of the plug will dive deeper than one with a greater angle (like the ones I did). You also have to consider the size/shape of the plug and the location of the weight. Those are some basics, I still have a bunch to learn on this type of plug.
Jigman
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