It is very important to know as much as possible about your subject.
Every subject asks for a different approach. Making a picture of a seventh grade class is different from photographing a golden bridal couple. The photo of the class should be colourful and spontaneous as the golden couple should reflect happiness and romance. A director of a large company should perhaps be given a certain 'allure' in a photo.
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You must know your camera well. The right exposure is a balancing act. Overexposure leads to washed-out, faded images. Underexposed images are dark and hard to see.
It depends highly on the subject. Sometimes a 'frog's perspective' can be powerful. For example when you make a picture of Sequoia trees and you want to make them look even taller. If on the other hand you want to show an overview of a city or area 'bird view perspective' is the best option. To make a good portrait picture you should be eye to eye, so at the same hight.
As a photographer it is important to talk a little to the people first, just to break the ice and to make them feel at ease. Stay in touch with your 'model'. A joke made at the right time often causes a spontaneous reaction, with as a result alovely picture.
A photo should support the story or even better make it more powerful. Do not forget; a picture often says more than a thousand words. When you flip a newspaper page, the first thing you notice is the photo! If it stands out, in terms of color and composition and immediately draws your attention, the photographer did a good job.
Be creative! Use elements in the foreground effectively, for instance to create depth in your picture. Make sure there are no disturbing background elements. Try not to include too much in the picture. Zooming in usually gives a stronger photo!
Also read practical tips numbers 3 and 4.