How to Make Your Message Short, Powerful, and Impossible to Forget
If your big idea can’t survive being shrunk down to a handful of words, it’s probably too complicated. That’s where the Bumper Sticker Test comes in.
The idea is simple: Could your message work as a bumper sticker? If yes — it’s short, clear, and sticky enough to spread. If no — time to sharpen it.
Why Short Wins
Short messages:
- Cut through noise — People scroll, skim, and glance. You’ve got seconds.
- Stick in memory — The brain remembers simple, repeatable phrases.
- Spread easily — If it’s easy to say, it’s easy to share.
Think:
- Business: Just Do It. (Nike)
- Politics: Yes We Can. (Obama)
- Culture: Make Love, Not War. (1960s protest slogan)
Step 1 — Boil It Down
Strip away every unnecessary word until you’re left with the pure idea. Example:
Long: We empower businesses to achieve remarkable growth by providing innovative, data-driven marketing solutions tailored to their needs. Short: Grow Smarter.
Step 2 — Make It Clear
If people need to decode it, they won’t remember it. Example:
Vague: Redefining possibilities for a brighter tomorrow. Clear: Better Schools. Brighter Futures.
Step 3 — Add Punch
A short message doesn’t mean bland — it should have emotional or intellectual bite. Example:
- Think Different. (Apple) — Inspires identity and creativity.
- No Taxation Without Representation. — Sparks outrage and action.
Step 4 — Test It
Ask yourself:
- Could it fit on a bumper sticker?
- Would someone repeat it at a dinner table?
- Does it trigger a reaction?
Step 5 — Use It Everywhere
Once you’ve nailed your short, powerful line, weave it into:
- Ads
- Websites
- Social media bios
- Speeches
- Product packaging
Inspiration Bank
Business – Just Do It. – Action + inspiration in 3 words
Business – Think Different. – Identity + creativity
Politics – Yes We Can. – Collective hope
Politics – It’s the economy, stupid. – Direct + memorable
Social – Love Wins. – Universal + emotional
Movement – Black Lives Matter. – Urgent + values-driven
Sports – Impossible is Nothing. (Adidas) – Defies limits and inspires ambition
Tech – Move Fast and Break Things. (Facebook, early motto) – Speed + risk-taking
Retail – Every Little Helps. (Tesco) – Relatable + customer-focused
Hospitality – Because You’re Worth It. (L’Oréal) – Self-worth + indulgence
Environment – There is No Planet B. – Urgency + shared responsibility
Public Health – Slip! Slop! Slap! (Australian sun safety) – Simple + memorable
Travel – Don’t Leave Home Without It. (American Express) – Essential + secure
Charity – We Can Be Heroes. – Empowering + action-oriented
Military – Be All You Can Be. (US Army) – Personal potential + duty
Entrepreneurship – Fortune Favours the Bold. – Timeless + confidence-building
Final Thought Saying it shorter isn’t dumbing it down — it’s distilling it. If your message can live on a bumper sticker, it can live in someone’s head forever.
