Campaign slogans are one of the most effective ways to make your campaign memorable. No one can deny the effectiveness of President Trump’s ‘Make America Great Again’. Slogans can inspire voters, be a battle call, or give them a vision of the bright future they can have if they vote for you. Effective campaign slogans all have one thing in common: they capture the people’s imagination. Here are some things that make a good campaign slogan.
Creating a unified collective
Slogans that include We, Us or Our give a sense of unity between you and your voters. It brings you together into a collective that can achieve your goals. It makes your voters feel like they are a part of something that you are creating together.
There is a reason why songs and poetry tend to stick into our minds. Rhythm and rhyme are naturally easier to memorise. Making a slogan that rhymes will make sure it is memorable.
Short, sweet, and to the point
Speaking of memorable, a good slogan is never long. In fact, the shorter the better. If you can, say it in 5 words or less. Some of the best campaign slogans in the past 20 years have all had less than 5 words.
Each country has a set of references that everyone knows. They are embedded in our collective consciousness through our joint history. Tapping into those references can make a slogan that resonates with as many people as possible. Think ‘We the People’, and ‘Independence Day’
Make it positive
Positive slogans inspire voters. They make them believe in something and give them something to vote for. Show them that with you, there is a better, brighter future ahead.
Action words are a call to arms. They ask your voters to do something and make them believe that by voting they are achieving something bigger. Words like ‘make’, ‘believe’ ‘fight’ etc. are all examples of action words.
Use it or lose it
There is little point to a slogan you do not use. Try and include it in your logo, speeches, and videos. Repeating it will make it still in your voter’s mind.
When in doubt, reuse and recycle
Trump was not the first President to use ‘Make America Great Again’ as his slogan. Ronald Reagan used a similar slogan in his successful 1980 campaign: Remember “Let’s Make America Great Again”? There is nothing wrong with reusing and recycling old effective slogans. If they worked in the past, there is no reason why they can’t work today. Just make sure they are relevant.