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Game and confidence are the two most important factors that come into play... but looks do matter, and they matter a lot.
Now I'm not talking natural looks, because when you really think about it... in what way does your god-given looks tell something about who you are?
They DON'T! They were given to you for free, regardless of if they are good or bad... you didn't do a damn thing to earn them, so they do not display your character in any way. Think about this : What if people were given a challenge by god before their birth, and your performance in this challenge directly affected how you would look once you were born. Scoring high would give you good looks, while scoring low would not. If this was the case... then natural looks would be a display of character, but the world doesn't work this way (because I just made that all up)... so natural looks in the real world do not tell women anything about what they are REALLY attracted to...
Modern society has made it easier for "male model" types to get women, but for the first million or so years of our evolution it did not work this way at all. Throughout our history men have been the only sex that would only be attracted by looks, because in reality it was all women had to offer : Better looking mother = better looking kids... bigger tits = more food for your infants, and so on. Women on the other hand, were automatically programmed to search for mates for very different reasons : Smarter man = better chance of survival, stronger man = he can work harder and protect her and the children better, higher social status man = more perks for her family in the community, etc. etc. etc.
Notice the trend there? None of the traits that women are naturally attracted to have anything to do with looks... up until maybe 100 years ago it didn't matter if a guy looked like sloth from the goonies... if he had all of the above he'd be banging the Jessica Albas of his time. Now even though our modern cultures have changed in many ways, and nowadays they tend to change faster than ever... evolutionary programming like that does not go away, at least not without another million years of evolution from the point we are at right now. This means that even though TV, music, magazines and movies may disrupt the way that women are attracted to men, it can not pull the "smoke and mirrors" trick on their basic natural instincts. One modern display of this is gold digger women... in my point of view women who do this are doing nothing wrong at all, they are simply following their instinct to find the best possible provider.
Ok, enough of explaining... you should get idea by now, back to the part where I was describing what traits the cave women were looking for in a cave man. When put all together, what do those traits describe...
The man's character... in essence, what type of man he is and who he is. These are things he has earned and were not given to him... so they are displayed to others as a projecting of himself, and clearly outshine anything that is resting on the surface.
Now we come to the only flaw in this theory, and it is the fact that the new world we live in puts so much emphasis on what people look like... at in most cases judge people by it. So what is a guy with not so good natural looks going to do? He can turn his outer appearance into something more powerful than what he was born with... even more powerful than what someone who is better looking than him was born with. How?
I'm glad you asked He can utilize any and everything at his disposal to improve his appearance (lifting, nice clothes, the acne thing, trimmed and near body/facial hair, great hair style, tanned body... and the list goes on). He can do this until he is positive that he looks HIS absolute best... and by doing so he will not only turn his outer appearance into just something that attracts women because it looks good, but he will also be turning his outer appearance into one of those "cave man" traits that I described earlier... because now it is not just something that was given to him, it is something that he earned... and has become a part of his character. Now THAT is attractive.
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