For many photographers, the majority of their subjects aren't models and aren't trained in posing. And so, it falls to the photographer to really be able to guide the subject to finding suitable looks. This great video gives you some quick tips on how to do just that.
For a long time, I had specific poses in my head and I would calculatedly instruct my subjects into the exact look, then be frustrated when it came out stilted and awkward. It finally occurred to me to "direct rather than pose" as this helpful video from Mango Street puts it. People who aren't used to it have difficulty breathing life into a very precise look because they're too busy trying to utilize all their bodily awareness to ensure they're doing exactly what you want. It helps much more to make the posing feel like it isn't posed at all by getting them to act naturally, if not a bit exaggerated in front of the camera.
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