For years I've asked for links from relevant websites, in the belief that this is one of the best ways of building credibility in the search engines.
Now the boss says we should specify the link text when we making the request. In the past, I've said something like "you might want to add a link to [website URL], [website domain]" and then a little about the site and why it would be relevant.
This has worked a lot of times, but the other website's manager puts the link in as he or she sees fit.
Now we want to suggest to the other website what to put in the link text. This is so we vary the link text in the links (they won't all say the name of the website), and so we can concentrate on certain target keyword phrases.
This means actually suggesting the code that the other website should add.
Won't this approach sort of offend or irritate the other site's webmaster? It's like telling him/her what to do, talking down to him/her.
That's my theory, anyway, but the boss wants to try it this way because he's heard other people do it.
[Note we do not "exchange" links and do not give a link back to the other website. We would rather not get the link than have to give a reciprocal link.]