It really depends on the subject/client, but an important aspect of it is to "read" your subjects and try to find some topic that they're actually passionate about. Key point is to keep them engaged through casual conversation. They will undoubtedly ease up a bit if they're talking about something they're passionate about. It's almost impossible to feel tense when you're talking passionately. Another thing that usually works is to have them say "Salami" instead of Cheese. Why? Because you can't help but smile when you say Salami. Has worked every time so far. Of course following it up with jokes after the 2nd or 3rd "Salami" is also important. I usually follow up with: "Ok, stop it, you're making me hungry now". ---Hasn't failed me yet.
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