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If you're very nervous you might find it also helps if you're with another photographer, not so much for the safety in numbers factor but because having a second camera carrier around makes you less self conscious about your own. Carry business cards with you too, and hand them out to anyone that shows an interest (whether positive or negative), so that they can go and look at their photo and also as it seems to put people more at ease as there's a sense that you're a 'proper' photographer. Moo mini cards and photo cards are pretty good for this. Remember to smile too, that works even better.
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