How do you turn a guy down without hurting his feelings???

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there are some really persistent suitors that i really just want to remain friends with... how do i tell them that i don't want to be pursued by them and just want to be friends? i'm afraid that my frankness might turn them away, or that they may take it the wrong way... i don't want to lose my friends! i don't want to lie to them either... how do i do this??? help me...