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It takes both, but I think from the way WWE does things it takes an entertaining gimmick to get your foot in the door and make a connection with the crowd before people will start paying attention to your matches. And even if you have a good character going and you get a good reaction from the crowd, if the bookers decide to change you it may be for the worse and you could go back into the zero reaction zone. Let's look at Billy Gunn for this. He got pretty good reactions when part of the Smokin' Gunns, people kinda tuned him out after his heel run/Rockabilly phase didn't work, NAO were over as hell, solo heel run was not so great, The One Billy Gun was terrible, Billy and Chuck was awesome...now it may just be that Billy Gunn is a tag team guy, but there are more examples like this.
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