How can you expect Joe to draw when he's used so piss poorly?

If they give him the time and put the effort in to him then he will draw well enough.

It'd be easy to do.

Have him "snap" so to speak. Be that one guy like Austin was back a few years ago. He's not a heel but he's not playing along with the faces either. He's his own man and he's there to dominate for himself.

Let him pull off some intense moves and have him going on a winning streak.

With this current Immortal storyline it's what's needed. Joes just defeating everyone in his path and is one of if not the hottest thing in wrestling, but Bischoff and Hogan won't give him a shot at the title.

Eventually at a big PPV such as Slamiversary he gets his shot and he gets the title, on merit and with a big following too.

That'd work and he'd sell merch off the back of it too.