Use treats or toys, whichever your cat likes. No surprise here, but laser pointers are especially effective for getting your cat to look somewhere in particular. When you're taking the photo, get down to their eye level for more of a connection. Use a camera with a fast shutter speed, since they're going to move no matter what you do. Use natural light, it looks best with their fur.
Tips for posing cats:
sit there and observe, hope that they want to pose, otherwise, you're just going to lose, because cats don't serve you. You serve cats!