Hi Kurt,
I have tried to illustrate what I mean, but basically, I push a lathe chisel (called a parting tool) in on an angle to create the cup face. The excess timber can only be removed a little at a time, because severe tool angles combined with fast-spinning timber is a recipe for disaster. Examples of things that could go wrong are: the chisel getting broken (I know this from experience), injury to ones self, or the tool digging into the timber creating unsightly divots in your smooth lure body.
I am still quite a newbie on the wood turning myself, but I have found that provided enough excess wood is removed from on front of the lure, creating clear space, the tool can be worked on multiples angles to create a curved cup face. This took me while to figure out through trial and error, and this method does leave a high lump of timber right on the centre point of the cup face, which can be removed with drills, dremels, whatever, after the main shape is achieved.
Hope that helps,
Cheers
Angus