Tried and tried but haven't managed to cath one off the Norfolk side of The Wash yet, so can't really comment on lures.
Have you read the amazing Bass book reviewed on here somewhere - that's got a load of info, as has the BASS site.
basically they favour either floating lures a la Chug Bug, jointed Rapalas or those long thin ones (Sliver..?) which look like sandeels.
Jointed Thundersticks were also meant to be good but you can't get them at the moment, although Harris were doing a very similar lure a while back.
Biggest problems I had (apart from not catching anything...!) were casting the lure any kind of distance, especially in any kind of head wind, hooks blunting in no time (carry a sharpening stone...) and working it right in any swell - I've watched sandeels when we've disturbed them swimming off the beach here and they're very fast, I couldn't seem to get a lure to work the same way.
I'll be trying it again this summer, be interested to hear if anyone else cracks it.