How do YOU choose????

Custom photography is the way to go these days when it comes to having your family photographed.  When I was little it was just the Big Box Stores available and a few local photographers.  Now every where you turn there is a custom portrait photographer, it can definitely be a little overwhelming to choose one that is right for your family.  I know how I find my photographer, but as a photographer myself it is fairly easy for me to know what I am looking for.  So if you could help me understand from a non-photographers perspective what is MOST important to you when choosing that person you will be sharing your life with and to capture your most treasured moments.  Thank you and I look forward to seeing the results.