In bed, how do I get my guy to be more attentive (details)?

I haven't had a relationship like this before. He's amazing, but in bed, he doesn't do much. I do everything I can to please him. But he just kisses and does the deed. I'd love for him to do more "things." It doesn't have to be anything specific, but it's like he doesn't realize how a woman needs to be touched. Considering he's in his late 30's, he should know. Thing is, it's not that I'm "embarred" to ask him or anything like that. I just don't want him to feel like I'm complaining. I don't want him to think he doesn't make me happy. It's just not a subject I've had to approach in the past.