When creating inbound links with anchor text is it best to use the same anchor text all the time or to use different variations of the same theme?
Get more for the exact search you run after, but getting a few different variation is better... looks more natural...
Disclaimer : My posts on SEO are just from my observations and I do not say it is a true fact... A real fact of life is that, I'm often wrong...
try different bt if using same anchor then always point to same page
If you are trying to nail down Seattle Washington Web Design (and similar phrases).
This works best...
Seattle Washington Web Design 
Seattle Washington 
Seattle WA Web Design 
Seattle Web Design 
Web Design 
Washington Web Design 
WA Web Design 
That's 70 supportive links that don't look like link manipulation.
...and if you nail your targeted phrase(s) you can augment to website, designer, designing, development, etc.
Might want to put a few 'click here' and 'this site' too, just to make it look natural.
yes...as seogoat said...but DON'T make the "Click here's" a part of the anchor text...do it like this -- Click here for terrific <a href="http://www.yoursitepage.com> Seattle WA Web Design!</a>
looks much better and works and doesn't "dull" the link juice with that Click here either!
read. learn. hypothesize. test. analyze...then rank!
If you are really careful and make sure you product/page highly match what you primarily use as anchor text (title etc.)... I think you in such a case won't need to vary too much since it will appear OK natural if backlink anchor text is often the same. (e.g. a product name will often have... its product name as sole anchor text in natural links.)