There are a couple of ways you can do it. One is to do it verbally and start talking about it, and the other is to just start breaking the habitual way of doing things and bring more passion into the relationship. I can tell my husband that I want to be more passionate, but then again, I am putting some expectation on him to be more passionate with me. In a classic case where the guy wants sex and the girl doesn't, the one who has the most power to turn that around is the woman, because she is the one who has been resisting it. Tell them what you love about what they do. It is an ego stroke instead of an ego strike. It's harder when you are the guy and your partner isn't in to it. I would suggest that the guy start with non-sexual touch and start becoming loving and passionate without the sex. I think there is a direct correlation for most women that, without love and nurture, they feel there is no sexual agenda. If a guy never touches you, hugs you, or kisses you unless he trying to get sex, you are going to become resentful of touching, hugging and kissing. Guys also need to remember the foreplay aspect of this. For women, foreplay is almost everything except direct physical touching. Once you get into touching, it is not foreplay anymore.
