RikH 5pts I miss that point that emotional appeal very likely will work for the outside. Serial not show ups, almost certainly a very large and attractive target group for the Outs. This group is likely open for emotional appeals and a very good case can be made for 'powers far away deciding for England'. Just show them a picture etc. of Juncker cs.Fully agree that there should be an alternative clear and well communicated by the Outs. A large part will try to decide rationally and donot want to run risks. Scotland showed that you can come far with a lot of verbal crap, but not far enough. You need a good plan to convince others.Agree that it is not a good idea to make UKIP/Farage the face of the mainstream campaign. However he probably will work for the non-voter public. No group will have to have the monopoly for either the In or the Out campaign. Likely both will be a one-issue coalition anyway.\Out should imho focus on immigration. The present crisis is likely to continue well into 2017 and the EU seems completely unable to find a workable solution. This is a transfer of power to Brussels that can hardly be reversed nationally, but has gone terribly wrong.Business can play a role. But it is imho very likely that the public will make a distinction: real job supliers (preferably presented by someone that doesnot look like a City banker) and City bankers and MNC CEOs. The latter likely will have 'Blair-like' appeal to the electorate.Probably wise for the Outs (mainstream part) to start at this moment with the results they want to see from Cameron. Results he probably can never achieve anyway. And speak out their idea that it will be highly unlikely that C will achive them. Subsequently move to direct rejection (Out vote) if doesnot achieve those. Very likely these will appeal to the swing vote (people that give C a chance to try the reneg).Hard to see that there is a real majority for the view (people) that want to go out even if the Uk gets what it wants. Scotland however shows that you can come pretty close with a lot of BS (as Salmond did).