What represents the bait part of a phishing scam?

A fake email represents the bait in a phishing scam. Potential victims are lured into the scam with an email that threatens a breach in security or some kind of reward for replying to the email and providing personal information.
A bait part would be what draws you in. Say if you have the usual email. "My relative died and I want to give you money for no reason", that is the bait