The director or conductor or whatever "leader" of a group often says this to people who are trying to put on a convincing production of some sort. Basically, it's a sort of encouragement for the actor/writer/singer/whatever to not just recite everything by rote, but to invest themselves in it- to make it real.

You've clearly and lucidly expressed your ideas, but you've said it with as much interest and verve as Ben Stein in "Ferris Bueller's Day Off" (flat, droll and bland). Put some conviction behind it. Own it. Show us how you feel about it.

It meant something to you and you obviously want it to mean something to us, your audience.

Put some feeling into it.