If someone likes to hear it often . . . then say it often
And back it up with actions . . .
if it doesn't matter to someone, then don't say it, just do the actions.
It's about pleasing your partner, end of story
me, i like to hear it often . . . from both of the people in my life and they like to tell me how they feel . . . and they back it up with actions too . . . that makes me happy.
bottom line: be honest, if you don't feel like saying it all the time, then don't.
But if you do like saying it . . . then say it often as you like.
sweetpea