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now my question. are these issues due to a flawed spec and or a flawed rotaion?
As unholy - you are missing both of the talents that boost SS damage (Vicious Strikes, Outbreak). SS is your bread and butter attack...
Your glyphs are uncommon for an unholy build - which makes me wonder what rotation you use...
Your gear looks ok - but I would get a better sigil.
As to blood - it is more gear dependent - so you will need some upgrades to see blood really shine.
I can't see your rotations (obviously) - but rotation information is easy to find here on EJ. Check Suno's thread for the basic rotations.
Hope that helps.