How does one learn to make average looking or non photogenic people look good in non-ideal conditions?

How does one learn to make average looking or non photogenic people look good in non-ideal conditions? find most photographers choose people that already naturally very very good looking or photogenic to take pictures of. But the average person(me included) only may look good under ideal lighting conditions, under specific angles. On top of this most people feel very scared and uncomfortable in front of cameras and it shows immediately on their f...

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