Most people see the problem of love primarily as that of being loved, rather than that of loving, of one’s capacity to love. Hence the problem to them is how to be loved, how to be lovable. In pursuit of this aim they follow several paths.

One, which is especially used by men, is to be successful, to be as powerful and rich as the social margin of one’s position permits.

Another, used especially by women, is to make oneself attractive, by cultivating one’s body, dress, etc.

Other ways of making oneself attractive, used both by men and women, are to develop pleasant manners, interesting conversation, to be helpful, modest, inoffensive.

Many of the ways to make oneself lovable are the same as those used to make one-self successful, “to win friends and influence people.” As a matter of fact, what most people in our culture mean by being lovable is essentially a mixture between being popular and having sex appeal.

Source: The Art of Loving by Erich Fromm