Why do I keep getting "lets just be friends"?

How do you take things "slowly"? Cause I seem to rush into things all the time and either get turned down or things progress too fast and I end up regretting it. How does one create "attraction"? Or is it already there? I don't want to be unnatural because people see right through that. I'm handsome and muscular and have no qualms in the looks/athletics department. I guess its just some other reason I keep getting "lets just be friends".