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Right, he has to have something she wants, but looks (as in the person's face) is not one of those.
This is a very common misconception within PUA. People like the idea that looks are not a contributing factor because they think that they are out of their control.
The truth is that looks do and always will play a part in attraction to some degree (depending on the person).
But what are good looks? There are two aspects:
1) The physical bone structure. This is not really able to be changed without surgery, its your jaw line, height, width of your shoulders etc.
2) Your skin, hair, clothes etc. This is easily changeable! If your skin looks like dried out leather, why the hell are you not using a moisturiser? Is your hair like straw? Conditioner. Are you getting overweight? Go to the gym. All of these things play a MASSIVE part in how attractive you are. Just look at some of the "celebs without make-up" pics on the internet and you will see just how different someone looks when they aren't taking care of themselves.
The amount looks matters will be different for each woman but all of them will have their lower limit. Some will not be willing to even talk to a guy who is less than a 8 but others will nearly ignore it completely.
As for your face, its all about proportions. A haircut/facial hair can make a big difference to the proportions of your face!