Looks are very important.
For some women, if you dont have the looks, you'll never be able to get to the introductory phase. Looks are like a prerequisite to talking.
THEN we can talk about personality. I've gotten into plenty arguments with attractive women because i refuse to believe that they'll go out with the "mediocore" guy simply because the guy is automatically profiled before they even have a chance to talk to them, so its no use after that.
As far as myself. I'm not going to lie, i only pursue women i find SOME attraction to. If i dont find you attractive in anyway, why should i lead you on?