Withholding distorts reality. It makes the people who do the withholding ugly and small-hearted. It makes the people from whom things are withheld crazy and desperate and incapable of knowing what they actually feel.
So release yourself from that. Don't be strategic or coy. Strategic and coy are for jackasses. Be brave. Be authentic. Practice saying the word 'love' to the people you love so when it matters the most to say it, you will.