Letting him down gently and getting him to listen?

I've been seeing someone for the last few months but we aren't compatible in many ways, he knows this as we have spoken about it before, we don't cuddle or kiss, or do any the couple type things and I tried to do the right thing and end it but he keeps saying we aren't breaking up and he loves me. How do I get my point across without seeming like a heartless cow?
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No I haven't left and gone back already, we were friends to start with and he knows I'd prefer to go back to that if we can (which I know may not be possible) but getting my point across is not happening. I have spoken with him several times but keep hitting a dead end with it
Letting him down gently and getting him to listen?
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