The first time I used a camera, I was about 10 years old. The book said to have the sun coming over my shoulder onto my subject. This is great advice for flat lighting but horrible for my subject who was squinting into the sun. Ok...lets aim the light over the subject's shoulder towards the camera. Now I have sun flares in the lens and my model is completely in a shadow! You have to have light on the subject.
Try this--bounce a little light back on your subject from a reflector or a little flash. You can control the amount and quality of light on your subject with a reflector and you will see what you get. As for a flash, without getting too technical, look for the fill flash setting on your camera. (Some cell phones even have this option.) You may need to be close for the flash to fill-in those shadows-- but the results can be amazing.