One of the things I do to get my subjects to relax is to engage them in conversation, especially before I start shooting. While I'm setting up my lights I'll get them talking about themselves and things they enjoy. When are talking about things they like, you nature smiles and facial expressions. I set the camera to continuous shoot mode fire off a lot of shoots in rapid succession. This way I'm certain to get a wide range of expressions that allow the subject's true personality to show. This especially works with children. I get them talking about their favorite toy or their trip to Disney/the park/or wherever.
Another thing I've found that works wonders is music. Putting on their favorite type of music gets people to loosen up also.
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