Jon Jones (Dave Mandel/Sherdog)Embracing the Heel: Jon Jones Getting the Attention He Craves Sal DeRose June 6, 2014 Spotlight UFC light heavyweight champion Jon Jones has turned into different person in recent months. He is going further into embracing his role as a heel. Jones has seemingly crossed the line a couple of times, but other times, he has played the role of an internet troll. However, unlike most trolls operating on internets forum with seemingly no way they could back up their words, Jones can always come out from behind the keyboard and put actions behind his words as the world’s most dangerous man. Everybody likes a good villain, and Jones should fully commit to becoming the heel that fans would love to hate. People have already found it easy to hate Jones. For as many people who like him, there are plenty who thought he was too cocky or that he acts fake. Like Floyd Mayweather has done in boxing, Jones needs to take the heel role in MMA and run with it. People buy boxing pay-per-views to watch Mayweather lose, hoping that finally shuts him up. Yet, time and time again, Mayweather proves why he is the best in the sport. He has the undefeated record to prove he’s a top boxer, and his ability to coax a reaction from the boxing fan base only adds to his appeal as a huge draw in the sport. Jones is on that level in MMA. He does have a loss on his record, but it came by way of an illegal blow against Matt Hamill. Only Alexander Gustafsson has been a truly worthy adversary who came close to dethroning Jones. Whether it be direct messaging Tyson Griffin in a war of words and making videos mocking those who claim he is ducking Gustafsson or those who yell about his eye pokes, Jones should continue to go down this path. The hate could fuel a fire for the UFC and push Jones’ pay-per-view numbers up. The UFC needs a big-time draw, and although Jones has been exemplary in trying to fill that role, going full heel could be a very lucrative business decision in the long run. Mayweather has played the heel to great success in driving up pay-per-view numbers. Jones should learn from Mayweather and fatten his wallet with the dollars earned off of fans who root against him. Jones has been a top fighter in the UFC. Much like Mayweather in boxing, Jones has dominated a division that struggled to find a dominant champion in the wake of Chuck Liddell’s fall. ”Haters gonna hate” is the saying. For Jones, it might as well be a motto. Jones complained about the UFC not pushing him like women’s bantamweight champion Ronda Rousey. He has a point there, but the onus is on Jones to do something about that. Not only would turning heel increase revenue for all involved, it would shine the light on Jones. Jones calling someone out could essentially be click bait. It isn’t really news in fighting if someone calls somebody else out. This is combat sports, and if you aren’t confident in yourself enough to call somebody out or at least give off the vibe that you’re a dominant champion, you’re in the wrong sport. If he were to go full heel, more and more people would know who Jones is, and his outrageous statements would be the equivalent of free publicity. You want to be pushed? Why not push yourself? Fake cry on video about the accusations of your supposed cheating. Mock those people saying you’re ducking a fighter. Jones wasn’t wrong in saying he wants Daniel Cormier. Cormier is an undefeated Olympian and did just walk through Dan Henderson like it was nothing. Jones may be getting Gustafsson, who is deserving of the next shot, but people are talking about Jones because of his brewing feud with Cormier, too. He has two big paydays awaiting him, and his words and actions will only add more zeroes onto any check the UFC writes him. Everybody will keep talking about Jones, keep buying the pay-per-views and continue to keep his name in the news. Jones is moving toward accepting his role as a heel, and it can only help him personally. Jones seems to want the same attention Rousey gets, and lately he is getting exactly that. The lesson here for Jones? Being the bad guy is good for business.