Link exchanging is one of the most powerful ways to get new traffic and life into a web site. Some people are scared to exchange links - I think it’s a natural human fear of the unknown, but in reality it is better than not doing it.

You see the internet is a communications network and follows the laws of communication. The sites with the most communication win. Linking is communication in it’s purest form.

Every body wants incoming links but is afraid of outgoing links. This is like money.
Everyone wants to receive money but doesn’t want to pay money.

It is only a reaction. Recognise it as such and link, link, link.