Hold That Pose. Bwa-hahaha...
I can hear the hackles rising in a number of Perth studios as this is being read - I hasten to add that you are entirely innocent of any charges. All your images are symphonies of empathy and elegance. And well worth the money...in fact you should really double the prices to uphold the honour of the profession. It's those OTHER studios that are full of scoundrels.
For the amateur photographer the idea of faithfully and accurately portraying the appearance of their sitter should be paramount. If they have wrinkles, light the wrinkles with a strong cross strobe light. If they have a misshapen nose, show this clearly - it is dishonest to disguise it. Likewise use broad lighting on broad faces and short lighting on thin faces. Babies are small - tower over them to reinforce this in the picture. Remember that small apertures and enhanced contrast makes for clear portraits - when in doubt, sharpen it up.
Let's face it - you aren't getting paid so there is no sense pandering to them, now is there.
If you get sitter towards whom you bear a grudge the game can become altogether more fun. Bad complexions are best treated with sympathy -and monochrome rendition. A green filter and that cross lighting will make a picture worthy of a text book. If your sitter fails to cooperate with your reasonable direction in the studio, shoot anyway and be sure to look for images with one eye closed or something dangling. It doesn't matter what dangles from where - the eyes of the viewer will never leave that portion of the photo.
Of course you are going to get complaints but this is your chance to educate the public. They may want to see themselves with smooth skin or a full head of hair or an athletic body, but you are just a photographer - not a miracle worker. Urge them to face the horrid truth. In the end if you talk fast enough you may be able to create a new art form. And that will give you time to escape.