Love this thread!
This has been the subject of much thought and reflection since my last comp - where it was pointed out from several respected sources (and reflected in the video) that I lost to someone to whom I am at least technically equal, and possibly technically stronger in a few dances. The difference - she performed, and I looked composed but a little quiet.
I do think showmanship can be taught and improved, but it will never become as good as someone who is simply born with it. Similarly, I don't think you can teach the "it" factor, but you can unlock it... and that is the plan for next time for me. Apparently, I naturally pull attention on the practice or social floor when I'm in my own little world, but I get too careful, hold back, and just generally get in my own way when it "matters".
So far, telling myself "this is going to be awesome" before taking hold when I know that people are watching is helping to bring out the performance aspect in lessons/practice. Here's hoping that consistent practice of the positive self talk helps make it happen on the competition floor!