Honestly, its the same with girls. When a girl looks at a guy she sees whether or not he's hot or cute or what ever. Guys do the same thing, but most guys get over some of the physical aspects in favor of a good personality. The ones who don't look beyond the surface are just shallow. Pun intended.
I think guys are very visual. If you highlight your attributes, it will help the inside shine outward. Focus on what you like about yourself and not the things you hate. If you have nice shoulders, wear off the shoulder shirts. If you have a tiny waist, wear belts. Love yourself no matter what. :)