Did you ever have that weird school friend or kid brother who only ever made "dark" characters on Smackdown games? And always had them feuding or partnered with Undertaker/Kane/Mankind, and called them shit like "Death Adder"? And they would come to the ring in a hooded cloak while doing backflips to church organ music with flames and pyro licking around their ankles?
That's this guy. That's basically what his gimmick is. "Fall and pray", like really... May as well have gone with "Power and Chaos!" or "Damnation is Nigh!", it's like the first thing that comes to the aforementioned kid's mind when he tries to think of a cool spooky catchphrase. It's a cheap, corny, confusing, meaningless CAW goth gimmick and those don't get over outside of small time indies. He isn't a bad performer, just terribly miscast.