For many men, this just doesn't make any sense.
How can you be anything BUT yourself?
And if being your self hasn't been attractive to women in the past, how is it that it's going to work now? What if your "self" isn't confident?
It turns out that the statement, "just be yourself", is true. It's just that it's in code.
It is not the "self" part that is necessarily attractive to women. After all, the self of every man is different and we can't all be equally attractive. No, the key is in the "being" part of being yourself. Most of us put on all sorts of masks and filters during the day. We have little acts that we do to talk to our boss or on a job interview, or when talking to an attractive girl. These acts protect our ego.
Having your act rejected is much easier than the possibility of having your "self" rejected. Dropping that act, and just being yourself - your flawed, strange, true self, is an act of incredible courage and confidence. It is hard to do. It takes balls. And it is one of the most powerful and real ways that a man can display confidence. And confidence is sexy.