Most men and women focus too much on what desirable traits they want, and don't focus enough on the undesirable traits they're willing to deal with.

When I was dating, I was consciously thinking "what are traits that the people i am looking for (men 24-30) are likely to possess that those I compete against (women <25) would not like but that don't bother me?" (for me: shorter than average, likes video games, earns less than me).

This way, you get the best "deal" in the aspects you truly care about (for me: exceptionally high verbal intelligence). Kind of like selecting an apartment above a bar if you like going to bars and are a deep sleeper; you may find a place that is exceptional in all the other ways, because other people don't want to deal with the noise.