A good approach is to focus on both comfort and simple posing structure.

First, help people relax. Keep them talking about something unrelated to the shoot—work, travel, family, anything conversational. This takes attention off the camera and usually produces more natural expressions.

For posing, a few reliable basics help a lot:

• Turn the shoulders slightly instead of facing the camera straight on to avoid a broad, stiff look.
• Use head tilt intentionally: women often photograph well tilting toward the higher shoulder, while men often suit a tilt toward the lower shoulder.
• If it bends, bend it: elbows, neck, torso, knees. A perfectly straight pose often looks rigid.

It also helps to reassure subjects when a pose feels awkward. A simple cue like, “It may feel weird, but it looks good,” can build trust and keep them from snapping back into a stiff stance.

Finally, develop a repeatable routine of a few go-to prompts and poses. Having a consistent flow makes you more confident, and that confidence helps your subject feel at ease too.