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Gangrel died as soon as he talked. Boogeyman was more of a comedy character. Then we have The Fiend starting off well then the issues around him losing to Goldberg, and then later his feud with Randy had some hiccups. Demon Finn Balor buckling under a rope after he spazzed his way to his feet. Then Alexa Bliss plays her character well, but it just... feels like WWE gave her Bray's gimmick without the depth and logic to make it interesting and seems to be spooky just because. That is only touching the surface too.
You know how you book a creepy character? Make them real nowadays.
It's pretty easy to give someone the character of someone who acts like a serial killer, ready to snap at any moment. Give them Brian Pillman like tendencies, but to its logical extreme. They'll snap at anything and beat the ever-loving crap out of anything, without showing any real emotion. Don't have them laugh, don't have them emote too much. Just a thousand yard stare into the camera. When they talk, make them slow and deliberate in their talking. Their words gotta be real, no nursery rhymes or anything, don't even have to have them swear. Think Jake Roberts.
Personally, I wish "Demon Balor" was just used as war paint/a special entrance for PPVs. That way you don't feel booked in a corner half the time with him. Now he is just a spoopy being and that has plagued Balor every time he has been on the main roster.