It depends who you're shooting. Kids are easier cos you can just say something silly and they'll smile. Adults, I tend to start shooting, ask them to smile (this gives you the fake camera smile) and just keep shooting away the whole time, and then follow that up with a joke while you're still shooting. Just a little something about them smiling or modelling, or something totally unrelated. Then you get a real smile. Then keep chatting to them, keep them in conversation, make them feel comfortable with you.
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