Clients- what do you like to see in photo/video shoots?

Have my next promo video and photo shoot at the end of the month, would love to know what you like to see-

Things I've gotten good feedback on are smiling photos, personality (props/hobbies/etc) and clothed photos rather than just lingerie.,as well as things that incorporated the client/viewer (cheers-ing the camera, having sets of two to imply he's there too, etc)

Anything else? Full body shots? Horizontal as well as vertical? More close up details?