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Nigel McGuinness could perhaps be best brought in as an anti-thesis to William Regal. While Regal basks himself with followers, and wears elaborate robes to the ring -- Nigel just wears a t-shirt down, and beats the tar out of his opponents -- no flash, no flare.
He can initial have random matches with heels, and go over. He eventually runs into Sheamus, and after a battle between the two, Nigel eventually crosses paths with Regal, as ECW is a very small pond. Regal looks down on Nigel, while Nigel wants to knock Regal down a few pegs. It's a simple story, that draws on the differences between them well. It'd sort of be a similar formula to Vince/Stone Cold, with Nigel living out the average man's dreams, and punching the rich guy in the face.
Eventually, Nigel would win the ECW Title from Regal, as his great triumph, but then the drama comes from Regal trying to destroy McGuinness and win it back.
To turn him heel, you just have Nigel fall into the same traps that Regal once did -- and he starts wearing robes, and acting like a bit of a snob. He can eventually become a bit obsessed with keeping the ECW Title, and even cheating to retain it when neccessary. McGuinness could be the first guy to do a turn while holding a top championship in a long time.
Perhaps he can essentially side at Regal at some point, which could solidify a heel turn. This leads to feuds with guys like Tommy Dreamer, Christian, Shelton Benjamin, Yoshi Tatsu and whoever the faces on ECW are at this time.
By then it is time for McGuinness to be drafted to either RAW or SmackDown!, where he can then win the US or IC Title, and go from there.
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