Another action of a heel is lying. Nobody likes a liar. When conducting interviews, heels should slip in some blatant lies as well as some more subtle mistruths in order to give their character more depth. Even if the lies aren't discovered until later, this would help add layers to their character and lead to more heat for them in the future. The lies don't stop at the interviews though, as the heel should continue the lying in the ring. When confronted about possible outside interference, or illegal tactics employed during the match, the heels must vehemently deny any possible infraction. Insisting upon their innocence while clearly lying is a great tool to signify their role. To many longtime wrestling fans this may sound simple, and it is, quite frankly. Unfortunately, something so simple doesn't appear to have been taught or at least isn't being utilized consistently on WWE programming, and it's a big contributing factor to the lack of legitimate heels in sports-entertainment today.