Graze the texture
Set the fixture tight to the base and aim the beam straight up the surface, almost brushing it. Board, brick and stone each throw their own shadow, and the wall stops being flat. This is the one that makes people ask what you did — it isn't more light, it's light at a better angle.
Light across it, not at it. Warm 2700K, always. Cool white on a fence reads like a car park.