Let Customers Know Your Business Is Excellent
Providing basic information about your business - that it exists, and the needs that it serves - is a first step to getting customers in the door. But beyond that, you need to make sure that they recognize the ways in which your business excels in order to retain their business.
Tell Them Yourself
The author suggests that it is possible to tell your customer about the features that make your business superior to others without being boastful.
Most of the examples provided deal with the information provided to customers who already have made a purchase, pointing out the special features of the product they just bought. There are also the unsolicited statements (such as "made with all-natural ingredients") that are snuck into packaging and signage that imply distinguishing features. There are also bits of additional information, such as a wine shop that provides a brief description of each of the vintages it offers.
Let Others Tell Them
Third-party testimonials can be helpful in touting your business to customers. Many restaurants display their Zagat of Michelin rating (if they have one), post reviews of the restaurant in their waiting room, display their sanitation grade certificate, and take other measures to communicate to customers taht other people think highly of their business.
This is especially useful in getting recommendations to be made by people who are otherwise reluctant to risk their personal reputation: rather than stating that "I think this is a good restaurant", they can say "this restaurant has three Michelin stars."
Giving Customers Authority for Your Claims
In the end, the information you provide the customer, whether you tell them yourselves or direct them to reviews written by others, gives customers confidence in the authority of their own opinions of your business, hence the confidence to share those opinions with others.