An article at Campaign Agencies’ anger at failure of Stronger In campaign gives an insight into what the advertising and public relations agencies employed by the Remain campaign think went wrong.
At some point maybe someone (ideally the PM) should have thought, if we can’t find a strong message to sell this to the British people, maybe we should not be selling it?
a) free trade with your nearest neighbours
b) trade deals with the rest of the world
what is the price?
1) A hefty membership fee (~1% of GDP) some of which you get back.
2) A bloated regulatory regime that applies to all your commericial activity (not just the part that involves trade with your neighbours)
4) You are not allowed to make your own 3rd party trade deals
5) Subjugation of your courts and parliament to an external power
6) Loss of control of who you let in to your country
7) Eventual political union
Why is this a rubbish proposition? Because everywhere else in the world you can have (a) essentially for free with none of the other baggage. The price of getting tariff free access to other peoples markets is that you must allow tariff free access to yours. It is mutually beneficial, there is no need for the other stuff.
On (b) the EUs trade deals with the rest of the world are rubbish. No deals with the next 5 biggest economies. (US, China, Japan, Brazil, India). It is almost like they don’t really want free trade with the rest of the world. Because they don’t. And you can’t do your own trade deals.
Other matters such as cooperation on security and crime, air traffic control, reciprocal health care, mobile phone roaming, whatever, the rest of the world just deals with as bilateral or multilateral agreements because again it is mutually beneficial to do so. No need for a political union or a supra-national court.
This is why it will not be long before everyone else figures out it is a rubbish deal and leaves too.