Watch the Learning to Express Yourself online guitar lesson by Allen Hinds from Melodic Improv
The thing that attracts most people to the guitar is hearing how expressive it can be. Jeff Beck, Duane Allman, B.B. King, Freddie King, and other expressive players have an ability to make one note matter so much. Some of the young students who I get in, with tools like YouTube at their disposal, come in with incredible technique, but have a hard time "saying" much. And I'm not against fast technique, but there's a way to say more with less, and often constructing a solo requires this. At some point, you at least have to be able to say a lot with one or two notes, regardless of your taste.
One thing that I have my students do immediately is to sing along with their playing to internalize what they're doing. Being able to sing what you play is a skill and will help you make more musical statements. Things that you wouldn't think about when playing the guitar, like having to take breaths, make the solo sound more vocal and expressive.