here's the thing, girls want a balance, between a total asshole and a jerk, assholes are usually self-conscience while nice guys are usually insecure also BUT assholes use their mean jerk like personality to mask it and make it look like false confidence
now girls like badasses for many reasons
1. they make fun of them (neg them
negging basically shows a girl that you won't go head over heels to make them happy, if you do it in a charming way its the biggest way to win a girl's heart, because girls want to feel equal
2. confidence
confidence is shown through alot of things BUT the main way its shown is through body language, 3 men can walk into a restaurant and without even looking at them all the girls would be attracted to one (even if he's not attractive) because he walks with confidence.....confidence is a huge thing
3. they are not always "there"
most nice guys will either over compliment girls, buy them too much stuff, worry about their problems too much, or text back to frequently....an asshole often forgets to do all these things, making a girl wonder if he really likes her, and if not what can she do to get him to like her
the problem is, asshole don't know how to balance the mean with good, being mean only works for so long and girls want romance and gifts and things that make them feel good, THAT'S WHEN THE NICE GUY COMES IN (basically to pick up the remains)
i was considered a nice guy once but i balanced it out and was able to avoid the friend zone for many girls because i was really a gentleman, all girls want a gentleman (like james bond) but most guys can't tell the difference between a gent and a nice guy....so here's a post i wrote explaining the differences
gents-vs-nice-guys-vt171718.html