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He's given you a price for three designs. The way it works is one design will be average. The second design will do the job but won't be spectacular. The third design will be the one the artist put the most effort into and will be pushing you towards. If you trust the artist's judgement/skill, at the outset suggest what you think the cover should be like (this saves them floundering around) and thus you will pay for one. If he wants to keep you happy and ripe for your next future cover, he will make adjustments you may think necessary. You will find the artists are proud of their work too and will strive to make it good for you.
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