Well your really close if your saying out loud your dreaming in a non-lucid. But as the other two have said, your problem is you have low awareness in your dreams, you should check out KingYoshi's ADA tutorial on DV. I'm in the same boat as you as most of my normal dreams aren't very vivid too.

Another thing that could help you is when you do your RC's, are you actually question "Am I dreaming". If you do it without really putting effort into it and thinking it as a chore then it won't be much help in your dreams. The next time you do an RC, really start questioning your surroundings, do more than one RC at a time for example, pinching your nose and trying to push your finger through your palm.

When you've finished obviously don't say "it's not a dream" as that's just going to carry over to your normal dreams and the whole RC thing will be pointless. But yeah, check out awareness tutorials.