The idea is to approach business owners with negative online reviews. Create a personalized review website for that business that will give customers the opportunity to rate the service - good or bad, and print up postcards (at the business' expense) that will encourage customers to go to that site to leave their review. If the customer wants to leave a good review then the link that they click takes them directly to Google Places (or Yelp, etc.) to leave an online review. If they click the bad service button, they are instead taken to an email form whereby they can email their complaints directly to the business owner.
So only good reviews are registered online, and bad reviews are instead emailed directly the business owner. This gives customers who want to complain an outlet that won't appear anywhere online, in essense flushing out the bad reviews with good reviews. By printing up postcards that would be available at point of sale, you are encouraging customers to rate the business at the website you create, and can re-route bad reviews away from the web by giving them an alternate outlet to vent. Pretty smart, actually.
This is only the first method. Haven't actually gone through the others, but the product creator claims this is the most efficient and popular method.