Be upfront and honest with him. If he is truly your friend, don't hurt him by stringing him on with "maybe" because that's not fair. Tell him, "You are very dear to me as a friend, but I am just not attracted to you romantically. I hope this doesn't change our friendship, because it's very valuable to me."\n\nStraight, to the point, simple. All people need is for us to be honest with them.