jenna_whitlock said:I've tried telling them to relax which obviously makes it worse.
Never say relax, never say smile. Talk the whole time, keep the camera up so they forget it's there, and shoot while they're laughing at your terrible joke. At weddings I'm basically a stand-up comedian with a 70-200.
The other thing is to get them moving. Walking, turning, fixing a jacket, looking at each other. Static people stiffen up, moving people forget. And work fast. The longer someone stands in one spot waiting, the more they think about their face.
What I do with couples: knock out the "safe" poses quickly, then say "great, we're done" and keep shooting while they relax and start chatting. Half my favourite couple shots are from the walk back to the car. Same with families. The kid wriggling out of the pose is usually the frame the parents end up printing. Kids are easier, by the way. Ask them for their best angry face, then their silliest one. You'll get a real laugh on the third go.