Nothing else matters more. A photograph with a disingenuous expression will create a lack of trust, turn off potential customers and hurt your business.
The hardest part of what I do is to get people to relax, feel comfortable, to give me the expression that they really want. That’s what separates me from other photographers.
I’ve studied expression and I have developed a skill in getting genuine reactions and the expressions from the people that I photograph. During a session I will make people really smile, think about what makes them individually great and inspire confidence. The end result are pictures that will reflect authenticity and confidence to your clients, instead of a fake smile or forced expression that does exactly the opposite.