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It doesn't work...there is no one way, its all about being congruent in your behaviour and being high value. If your only being an asshole because you think this is what women want then I hate to be the barer of bad news but you will fail miserably with women!
You need to be your self and be congruent.
Who gets more women?
1# The guy who works an average job and on the weekends acts like he's a bad ass even though hes not
or
2# The passionate artist, who listens to classical music, likes poetry, and thrives in his career
If you said 2#, 9 times out of 10 you are correct...
If your a bad ass who is passionate about tattoo, drinking beer, and doing lines of coke in the bathroom stall, by all means be a bad ass! but don't try to be something you are not.
Look at most successful pickup artists and they are not "mocho" guys, in fact most would be considered feminine in most social circles. But what do they all have in common? value, and congruence.
Why does your friend pick up so many girls by being an asshole? because in all honesty he probably really is an asshole lol he is just being him self.
Pretty much exactly right.
So called bad boys are often insecure little boys underneath the bluff and bluster.
What they don't do is put women on a pedestal, which is right. But you can do that without all the other nasty crap (of which it sounds like your mate is a shining example).
I argued this in this post here, by the way. Chateau Heartiste had found "scientific" evidence women prefer "bad boys".
http://www.authenticpua.com/dating-arti ... -bad-boys/
Afraid to say your mate sounds like a bit of a tool. He doesn't sound centered, balanced, grounded or happy. His behaviour smacks of insecurity.
_________________
The natural "Steve" who trained Richard La Ruina (Gambler)
http://www.authenticpua.com/primal-seduction/