This will be based off my own ideas and preconceptions so it's about as informed as everything else on the Internet (i.e. not very) so don't treat this as anything important or serious. I've just noticed that there have been plenty of Takes in a similar format to this but I haven't seen one about this topic. So I thought I'd give my 2 cents as I'm sure this applies to plenty of people. :)
(According to the main online site relevant to this topic, about a quarter of women are dominant and the same portion of men are subs.)
Clarification: By dominant, I mean takes charge in much of the relationship (especially the sexual aspects (though not exclusively). To clear up a few myths, I don't see submission as involving whips and chains. The woman can be in pink pajamas and wearing minion slippers and still be a boss. She can be 'mildly attractive', younger than the guy, loving, cute as a button and still be a total badass.
1. Confidence is sexy
This one is obvious but I think it's especially true for women looking to dominate men. Some people seem to think that women can't be dominant as they lack the physical strength. From what I've seen, there are only a few men that think of physical strength when they think of dominance. Hell, most of them aren't even talking about things like bondage. For me, dominance is about attitude. A woman is dominant if she is confident in her sexuality, values it and knows she has the ability to turn on the man and is willing to do so. Most of my favourite stories of dominant women don't involve bondage or leather. They just involve a normally dressed woman seducing a man and making him jump through hoops for her pleasure. It can even involve a woman teasing a man without so much as touching him.
2. They allow me to show my 'softer side'
I'd only submit to someone I liked and trusted. This means that if I'm submitting, I'm with someone (probably all alone) I can be vulnerable with, especially as she will control the situation and guide my actions. She doesn't expect me to be 'macho', tough or 'alpha' because that's her role so I can relax and be open about my feelings without fear of 'losing control'. Also, imagine a situation where you can completely follow someone's lead, so fully confident in someone's love for you that you will be perfectly safe. That's heaven for me.
3. It's different
It's safe to say that the 'man lead, woman follow' template is pretty much standard. I know women get a far worse deal than men when it comes to social expectations but 99% of the films I've watched, send the message that to win the girl, I have to save the world/defeat Megatron. Most tips about relationships suggest that I need to buy gifts, make the moves, be confident, take the initiative wrt dates and choose the location for dates as well as loads of other things so the idea of taking a back seat (ito decision making) in bed is hugely appealing and makes for a nice and interesting change.
[Anecdotal evidence time] Also, as far as I can tell, in most relationships which are openly dominant, the man was the one to suggest it. Almost all online discussions of how to turn a relationship into one where the woman is dominant are started by men. This suggests that plenty of men wouldn't mind sharing control a bit more.
4. I don't have to second guess what I'm doing and what you want
Women can be very confusing. Sorry but you are. I understand the culture of long dead, human sacrificing and polytheistic civilisations better than I do the average woman. They frighten me less too. So the fact that I (as a straight man) want a lifelong relationship with one is pretty daunting (it's like being a cat person but being allergic to them). This is why the idea of a woman who is direct and clear about what she wants and what would make her happy is incredibly appealing to me. I get to feel confident in what I'm doing without being a mind reader.
5. The idea brings out my inner romantic
I know dominant guys can be romantic too but lots of guys worry about how to be dominant and chivalrous at the same time. I don't as I would much prefer being able to be with a woman who doesn't expect me to take charge. In my mind, submission and romance aren't different at all. I'm not a masochist you see. I want my submission to mean something and be well received because acting and showing my love through acts of service is a great way to compensate for my (relatively) poor verbal skills. By submitting, I feel more comfortable expressing my love and doing things that will make her happy. By defying gender roles, placing her at the centre of my actions and working to please her, I get to fully express what I'm feeling and women who feel comfortable with being in the 'driver's seat' are free to appreciate that.
6. Some fetishes help
Some fetishes go naturally with being dominated. Plenty of men have a thing for female feet, women in leather or high heels or being spanked. Fetishes that lend themselves to being dominated. This point is pretty self-explanatory but it is interesting that the image of the strong, leather clad domme is a part of popular culture despite men rarely submitting to their partners in popular media (e.g. films).
7. It's unpredictable
As opposed to a situation where the girl expects me to ask her out, to arrange where we're going, what we're eating, how much it will cost and initiate sex, I'm with someone who feels comfortable taking charge. I don't know what the other person will do. It also means that she is comfortable with asking for what she wants, rather than either of us falling into the trap of viewing sex as some kind of reward or one sided venture, instead of the mutual experience it should be. Plus by not doing the "normal" thing, we get to discover things for ourselves.
I've been wanting to finish this for months and finally got the chance. Hopefully many of you like it. :)
*NOTE: I've gone out of my way to avoid making this inappropriate and none of the images feature any nudity so hopefully this is ok. :)