I don't want to lead him on anymore. How do I break it off?

sweetpeas
So my dilemma here is that there is this really nice guy that has developed strong feelings for me over a 2 month period . At first I was baffled but then I thought I should give him chance. He made me feel special and I thought maybe I can fall in love with him. Though he was really nice and sweet.. I couldn't like him in that way. Instead of developing feelings for him I developed them for my really good guy (practically bffs) friend. But I don't think it's fair for the other nice guy, I don't want him to get mad and turn mean. I feel so guilty for loving my best friend, though it's not for sure he shares mutual feelings for me but I have a hunch that he does . I don't know what to do. I want to tell the nice guy I think we should stop talking because he says he falls more in love with me everyday. How should I tell him I don't think I can see him that way. I really care about this guy and it seems that he wants me to return the feelings he shows to me but each time I try it just doesn't feel right so I don't. I'm so confused. >___<
I don't want to lead him on anymore. How do I break it off?
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