The main rallying cry was:
o there are no down sides to leaving
o Leaving would give us 350 million pounds extra a week to improve healthcare
o We would have a strong currency
o The world would fall over it's self to give "free trade deals" to the UK
o UK tourists would be able to go to the EU without a visa
o No businesses would leave the UK to avoid trade tarrifs/customs hops
o The UK wouldn't loose service "passport rights" that allow banks, IT companies and service providers to provide services to the continent without extra taxes or hurdles
o that more good and secure jobs would be created, and globalisation would be rolled back