How to Write a Campaign Slogan That Feels Real

A practical guide for Virginia candidates

A campaign slogan does not need to be clever. It needs to be clear, honest, and easy to remember. In Virginia campaigns, the strongest slogans feel natural and grounded in the community.

1. Start with who you are, not buzzwords

The best slogans sound like something the candidate would actually say. Voters can tell when a line feels forced.

Simple beats flashy every time.

2. Keep it short and readable

Your slogan should be readable from a distance on a yard sign. If it needs explanation, it is too long.

Aim for five to seven words at most.

3. Focus on one idea

Good slogans usually highlight one concept: leadership, trust, community, progress, or service.

Trying to fit everything into one line makes it forgettable.

4. Test it out loud

Say it. Ask volunteers to say it. If it feels awkward, adjust it.

The slogan should flow naturally in conversation.

5. Avoid common slogan mistakes

Avoid:

• generic phrases everyone uses

• complex policy language

• slogans that sound like ads

• copying another candidate

• changing slogans mid campaign

Closing Thought

A strong slogan supports your message without distracting from it. When it feels honest and consistent, it becomes part of how voters remember you.