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| You probably don't want to establish reciprocal links with web sites that are in direct competition with yours — that would be like opening a new gift shop right next door to an existing one. Instead, you should try to find sites that would have a similar audience and a similar target market.
Once you find some sites with which you would like to establish reciprocal links, you should send an e-mail such as the following:
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Dear Colleague:
I discovered the Rainbow Blend web site today and was very impressed. You have an excellent selection of coffees and gifts at a reasonable price.
I have an online shop on which I offer homemade specialty cakes and cookies, http://www.mywebsite.com. There is a page on my site which lists other sites which may be of interest to my visitors, and feel that Rainbow Blend would be an appropriate one to add to the list.
I am hoping that you will consider adding a link to my site as well. I believe that both of our sites appeal to a similar target audience, and feel that we could both benefit by exchanging links.
Please let me know if I have your permission to link to Rainbow Blend, and whether you would consider reciprocating in kind.
I wish you much success with your site.
Sincerely,
Jane Dough
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