...belief has a second edge. If there are ten thousand medieval peasants who create vampires by believing them real, there may be one - probably a child - who will imagine the stake necessary to kill it. But a stake is only stupid wood; the mind is the mallet which drives it home.
Stephen KingThe horror genre is an extremely delicate thing. You can talk to filmmakers and even psychologists who've studied the genre, and even they don't understand what works or what doesn't work. More importantly, they don't understand why it works when it works.
Stephen KingMy feeling of the whole genre, of the terror tale, is this: The best thing that you can do for the readers in this field is to terrify them. It is something that is intellectual, it happens in your mind.
Stephen KingKill your darlings, kill your darlings, even when it breaks your egocentric little scribblerโs heart, kill your darlings.
Stephen King