In many cases your cold link request email is an unsolicited criticism of your link prospect’s website.

How so?

It’s unsolicited because your link prospects didn’t seek you out and ask you how to improve the value of a page on their websites.

It’s a critique because you imply that your link prospects’ omission of your link forces their site visitors into a substandard experience.

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Customer acquisition costs more than maintaining and growing business with customers you’ve already won. The same goes for your link acquisition efforts and expenses.

It’s helpful – and ultimately more profitable – to see any new link acquisitions as the beginning of a relationship rather than the end. Remember – by linking to you they have acknowledged that your site is valuable to their visitors. Exactly how you grow the initial link relationship will depend on how you bring value to the community.

1) Send A “Thank You for Linking” Email
Always send a “thank you for linking” email. Avoid smothering your new linker – a few lines are plenty. Do ask if they can think of any ways that your two sites could benefit each other. Also, consider asking this linker to connect with you on Twitter, LinkedIn, FaceBook, etc if you operate profiles on these social media sites.

2) Request an Interview That Highlights Their Expertise
If you have writing resources and a publishing platform on your site consider asking for an interview with one of their experts. This quickly puts them in your debt and is likely to secure a link back when they publicize how they contributed to your site.

3) Design Widgets that Target Your Current Linkers
Target your existing linkers with a creative widget (personality quiz, survey, test, etc) that resonates with their passions. When possible, ask them for input on the widget you’re creating. When it’s done send it to your current linkers first.

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Q1: Why does your link prospect operate a website?

A: He’s providing value to his site visitors either for his profit, his passion or both.

Q2: Why should your link prospect STOP his current task – obviously related to providing value to his visitors – and add your link to a page on his site?

A: Because by including your URL on his page he INCREASES that page’s value to his visitors.

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