Hello - man (in peace!) here. Lauren has shown me this thread and asked for my tuppence'worth.
Firstly - I think madamez is totally right - if this guy is selfish in general, he's not going to change in the bedroom - and that's a problem you may not overcome. If he's a 'watch 90 mins of football, and then spend extra time with the wife' kinda guy - it's never going to work. Alternatively, if he's a nice guy in everything else, then he just sounds sweetly clueless and you need to take him in hand (so to speak!)
'Praise sandwiches', 'feedback sandwiches' - whatever you want to call them - don't work. Men have fragile egos, and he'll just home in on the negative thing you've said rather than the two (rather weak in the example given) portions. In my humble opinion, there's only one kind of sandwich that works in the bedroom - and I'm not sure you're willing to go THAT far
The way to get people better in the bedroom is to let them know what you want them to do - seriously, it's that simple. If he doesn't know exactly what you want, he won't do it. Try and get him started (even if it's just giving you a kiss if foreplay doesn't come naturally), and then give a moan and tell him 'I'd really love you to....', 'I really love it when you...' (even if he doesn't!), 'ohhhh, {his name}, do...'
Be patient with him - he's had 10 years of thinking that he's your wildest sexual dream - it's going to take a while for him to realise that he could do better. But equally, don't just give up after a couple of attempts - for the same reason really - like any old hound, it takes a while to teach him some new tricks!
Good luck!
p.s. Lauren has just said that you should just tell him exactly what you want - make it a sexual game (this will only work if he's got a masochistic side - some men don't like being told what to do...)