Always mystify, torture, mislead, and surprise the audience as much as possible.
Authors must spend months, years making fantasy believable in a single work while reality runs rampant and complete chaos elsewhere.
The recipe for great art has always been misery and a good bowel movement.
Write about the thing that scares you most or your most private confession and you'll never have a problem coming up with decent fiction.
Writing a story, regardless of length, begins always with a single word.
If you focus on the humanity of your stories, your characters, then the horror will be stronger, scarier. Without the humanity, the horror becomes nothing more than a tawdry parlor trick. All flash and no magic, and worst of all, no heart.