Flav (clarification)

Is it normal that my usual hitters do aprox. 15k dmg in PVP , but with flav, it only does 5-6k?
(same runes,same equipement)

Many players suggested to me that he was a wonderful hero, but i cant seem to do well with him. Am I doing something wrong?

EDIT: sorry for asking stupid questions, I'm a starter :)

People use Flavius not to do damage, but to reduce morale.

(Same with Queen Bryn, they don't use her for damage, but for the chance to stun)