John Key a hit with female voters

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What do women want? Quite simply, John Key, if we are talking about the female electorate.

Fairfax Media-Research International's poll reveals 49 per cent of women pick Mr Key as their preferred prime minister – or three-quarters of those who have decided who they will vote for. He's loaded, powerful – and if the respondents to Durex's sexiest politician of the year 2010 and 2011 surveys are to be believed – a bit tasty.

Now the incumbent always has an advantage – but 56 per cent also say they would vote National. So is Mr Key what makes the party so oestrogen-friendly?

Gone are the days when former National MP Bob Clarkson said things like: "I don't want to be mean but ... why does Labour favour the hairy-legged ladies?" Now Mr Key makes a special pitch for the lasses – appearing in Woman's Day, backing women's right to wear the burqa, selling himself as a family man. And it seems the feeling is mutual.

"He obviously appeals to some women – not to me," former Green Party MP Sue Bradford says. "Everyone talks about the smile, but it's a bit more than that. He's got that blokey way about him that appeals to women, his casual air and friendly and open demeanour.

"He does have a lot of charm compared to many politicians. This is as old as time, it goes back as far as when we were in the cave. Power itself attracts. He's not only powerful politically but he has an awful lot of money, which some people find attractive as well."

Massey University political scientist Claire Robinson says he represents values women like. "He's a doting husband, adores his kids. On top of that he's a nice guy."

Women are won over by how Mr Key communicates. "It's that ability to sound like he is talking very frankly without the politics-speak around it, which is a real political gift ...", Ms Bradford says. "People see him as a real person."

"He's not afraid to show emotion and you can read that in his face," Dr Robinson adds.

Ms Bradford believes women separate Mr Key and his policies. "I see his policies as being very anti-women-and-children. I've met women who just love John Key. They don't seem to connect his policies and ... the man himself."

AUT public policy professor and former National MP Marilyn Waring believes it's because women don't see an alternative. " "I mean, look at who we have got to choose from? This is not a hit-parade list."

Dr Robinson also puts a lot down to timing. "Phil Goff is exactly the same sort of guy ... he's a family man but I think John Key just got the timing right. Phil Goff hasn't had the chance or the magic to really show his feminine side."

- © Fairfax NZ News