means Something that tempts or attracts by promising a reward — or the act of drawing someone or something toward you with that promise.

from From Old French 'loirre,' meaning a falconer's bait — a feathered device swung on a cord to call a hawk back from the sky. That word likely came into French from a Germanic source. So before it ever fooled a fish, 'lure' was the lie a falconer told to bring his bird home.