Munky23, listen to the advice from Kgirl16 and Miko! I've been married 7 years, and my husband was my first. We ended up in a rut, and I started initiating sex more and more often. I kept thinking I was making it easier for him to get in the mood by being enthusiastic when he did start something... BUT IT DIDN'T WORK LIKE THAT!!! He finally was able to put it into words recently... if it's always there, it's just TOO easy!
You might also try having a frank conversation BEFORE you do a 180 in your approach, cause when I tried the hard to get thing without talking to him, he thougth I really WASN'T in the mood. Out of respect, he backed off even when he WAS in the mood. Miscommunication sucks, by the way! SO... however you do it (words, lingerie or eye contact), make sure he knows 'slower' or 'we'll see' doesn't mean 'no'... THEN have fun playing hard to get, cause getting 'caught' is an awful lot of fun!
Oh, and I can relate to the insecurity thing. When you buy into the myth that guys always want it more than the girls, you feel like something's wrong that he 'isn't into you.' It's a lie. Look at all these posts. You just have to be patient and remember you love him, and need to respect his feelings... while making sure you get what you need too!
My advice? Get a vibrator for those days (or nights!) when you two just aren't on the same page. Let him know you love him, how great he makes you feel, and that he turns you on so much that sometimes you just need a release... and let him know you are trying to respect his feelings. You can also invite him to imagine what's going on in the other room while he is watching TV, come watch you, or come join you, BUT don't be disappointed if he doesn't. Just leave the door open to the idea... and maybe to the bedroom if no one else is home!
It might take him a while to warm up to a toy. At first my husband was very turned off, but lately he has been really great about kissing my neck and breasts while I use a toy on nights he doesn't feel like all out sex. Works pretty great, cause he doesn't feel pressured, and gets to enjoy me screaming his name (without too much work on his part), I still get off... and we are closer and more intimate on nights we are both in the mood.
Just don't worry. It will work out if you are patient and honest with each other. It took us a long time to work through some stuff, but if the rest of the relationship is good, and you know this is a person worth sticking by.... then it's worth the effort to figure it out.