The language of No has been to damn the SNP and Alex Salmond and aim all their propaganda at them while simultaneously spreading terror among Don’t Knows. But what have they said to the key group – the people of all parties and none who are not SNP but who nevertheless want independence? To them there is nothing tailored except an unconvincing Wait for Labour to Get In. It is as though their hatred of the SNP has blinded them to the hard fact that they can’t get the Nationalist vote so there’s little point in banging on about it and anyway, non-Nationalists who vote SNP for Holyrood have lost their fear of the party and certainly of the leadership which they see as far superior to the opposition.
This group is roughly double the SNP support in this referendum and yet does not relate to the party, does not call itself nationalist and will return to voting for Unionist parties for Westminster – if there’s a No. They are mostly Labour but have lost their fear of independence and have seen enough of Salmond and Sturgeon in action to get their measure. They deprecate their own leadership yet might respond to a sincere and winning case of a reformed Union.
Worth looking up his podcasts for some of his interviews, if you're interested in digging a bit deeper.