The central argument of "Why Men Love Bitches" is that women often sabotage their own romantic relationships by being "too nice" and prioritizing the man's needs over their own.

Argov advocates for women to adopt a "bitch" persona, defined not as rudeness or aggression but as a strong sense of self, independence, and a refusal to tolerate disrespect.

The book provides strategies for women to cultivate this persona and attract and maintain a man’s interest by challenging his expectations and presenting themselves as a prize.