Moar:
Unique and clever world building. I know it's hard, but it makes it feel special.

Magic cowboys. I'm craving something along the lines of 'The Good the Bad and the Ugly', but Blondie is an elf and Angel Eyes is actually a lich. 

Less:

Bland and unoriginal settings that I know the plot of after looking at the title.

Fandoms. I know people like them, and I can sorta understand the appeal, but honestly, take that stuff to the fandom sites. They drown out the original content.