I'm head over heels in love with my wife and I tell her on a daily basis, buy her surprises, phone her unnecessarily, make love to her frequently lol.
I have been in love before and not been this demonstrative, I thought the person would realise and of course they didn't because people aren't psychic by and large so she felt undervalued and in the end the relationship dissolved because of that.
I'ts not easy deciding to tell a woman you love them for the first time as there is the rejection fear etc and i don't think we are particularly good at it, but I got a very positive response from my wife so now it's easy. If the reception had been luke warm, I'd probably have shut my mouth and never opened it again on the subject.