Since it's impossible to address every type of business situation here, you will need to adapt these ideas to your specific business. Most customers who buy a product or service don't know much when they start out. They learn about the product along the way as they search. They are exposed to all kinds of information and mis-information. Make sure you provide the information they need in an honest, truthful message.
Most people have a way of cutting through the fog and getting at the real truth about a business.
The best way to do business is honestly and ethically. Keep promises and provide good service. Don't lower yourself to a mudslinging contest with your competitors. No one wins that contest. Search this site by keyword.