OK here's the deal

i like this girl right, like I'm so into her, but it seems like every time I'm going to tell her how i feel, i lose it.
i mean where pretty good friends, but in the way where it wouldn't be weird to take it further, because where always messing around and kinda flirting. (like looks across the room, winks, etc.) and everyone one says 'i fancy shag out of her' (quote) and to be honest i do, but I've told so many people that i don't because she's like way of my league i would feel like a dick saying that i do, that i think maybe saying that i do would be kinda awkward, like going against what I've been saying for like the last year.
what would want me to do?