Making an Alpha Comfortable

Hey there. Very new follower here but love the site, been reading/listening for the last few days nonstop. Glad to have found other fags that understand hierarchy and I've learned a lot.

You have any tips on making an alpha feel comfortable being assertive and aggressive? I have an alpha that seems to shy away from being too rough with me, despite me telling him I enjoy it. I'm not sure he understands how strong my desire to submit to him is, and that he should prioritize his needs above mine. He says he likes it rough but he is definitely holding back.