Yep, it's tricky for us all at our own levels. But to begin, learn some licks and tricks within yer scales, throw them around with some improv, and play it like you mean it. It would help to record if you're trying to compose a lead, that way you can take what parts you like without forgetting. Best way to learn some tricks (other than here) is to learn solos in songs you like. I'd say immediatley try to develop a good vibrato...it's hard but it's crucial to putting life into notes at times.