[Zhukov]

If you keep winding up in the friend zone then you're obviously doing something wrong.

You're probably a nice guy to be around, friendly, funny etc but maybe you're not being intimate enough. You create the relationship that you end up with, so you have to focus on doing things that a brother most certainly wouldn't do. If you're not in a relationship, then at least try to turn conversations around from joking and laughing about cool stuff to SEX.

If you've been friends for ages and you want to change things, well good luck. Above advice stands, but it will be HARD SLOGGING AHEAD.