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Well, after finally settling on a second Fantasy army on impulse (Daemons), I am just looking for some advice on how to build a competitive list that isn't OP and looks good on the table (painted of course). At the moment, money is no object.

Daemons of Chaos are the most overpowered Armybook in Fantasy. Building a competitive list isn't really that hard, as almost any list from the Daemons of Chaos Armybook is going to be competitive. As far as not going with the most overpowered army list, here are the units to avoid (or not take a lot of):
-Flamers of Tzeentch
-Flesh Hounds of Khorne
-Kairos Fateweaver
-Bloodthirster

Other things to consider are:
-Not taking too many Power Dice in your army (for a 2000 points army for example, try not to take more then 10-12).
-Not taking multiple of the same Daemonic Gifts (other armies aren't allowed to take multiple of the same Magic Item either, if you don't want to go over the top, you should do the same).

Ok, thanks for the advice, I don't want a WAAC list, although, with my luck I would still get floored by anything and everything.

personally i think if your going daemons, pick a chaos god, and go mono. that way while being overpowered, your at least themed and fluffy.

With no special characters:

No chaos icons or items.
Great unclean one level 1 mage general.
Heralds your choice
1 unit horrors
1 unit of plague bearers
1 unit of daemonettes
1 unit of blood letters
1 unit furies
No flesh hounds
No more than 1 unit of seekers.
Flamer unit no larger than 4
No more than 3 models in every other rare unit.

That is about as toned down as you can get it and you'll still be cruising vs anyone who isn't set up to beat you specifically.

Thanks Gonads I will take that advice on board.

I like the 4 Herald list with at least one of each core type followed by a unit of Screamers, Flesh Hounds, Nurglings, and Seekers. Throw in some Flamers if you have the points. This will give you a well rounded competitive list that will look good and is not over the top.