Finally looked at your web site. Hmm. I would tone down the "no need to wash" emphasis and focus on the germ killing properties. Let's be honest. None of us wa

Finally looked at your web site. Hmm. I would tone down the "no need to wash" emphasis and focus on the germ killing properties. Let's be honest. None of us wash our bedding as often as we ideally think we should. So you could change your emphasis to something like "Wash your bedding as often as you do right now, but have confidence that it is germ free / sterile / insert feel-good word here." That way you aren't giving people the willies thinking about unwashed sheets. Also having "Awesome" as one of your main three adjectives might not be optimal. Sure, your product might be awesome. But maybe something more concrete - is it long-lasting, robust, durable? Silky? Breathtakingly smooth? Even the vague "dreamy" is better than awesome because it resonates more with the use of the product. Also you could do a bit more (but please not to the point of over-the-top hype) with the high tech aspects.