We were rather moved by this request for a link swap and impressed by the lengths the other guy would go to - unique, personalised copy to be placed on your site, linking back to his.
Read the email behind the approach:

And I quote, sanitised:
Hello. I`m XXXXX, Webmaster at bigwebsite.com.
I`ve just been searching for potential partners and having seen your website ("yourshopping.com"). I thought I`d drop you a line to see if you would be interested in a relationship with our site bigwebsite.com. We are one of the leading XXXXXXXX on the web helping consumers on the web to XXXXXX.
We had a couple of ideas which I hope you will find useful:-
1) We can have our editorial team research and hand write some content for you to add to a page on "yourshopping.com". We will agree a subject with you that is relevant to both of our sites (it won`t be a sales pitch for us!) and will include a single simple text link back to a relevant content page on our site. The content will be uniquely written for you and will not be re-used elsewhere. It should be helpful to your visitors and of course the search engines, as will the presence of a relevant link back to us. Hopefully we will also benefit from the link in the longer term.
- OR -
2) We can exchange links with you, directly from a relevant content page on bigwebsite.com. We will explain where links are located on our site (on properly indexed and ranked pages) when you reply - we don`t have a links page as such - we link from the most relevant page to each partner.
There are of course no costs for you associated with either approach.

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