Too many stories and movies nowadays that are horror or just plain scary stories use gore to sell the story.
That’s not scary in the context I’m discussing. I like the person getting ready to enter a room and you know there’s horror waiting for her but she doesn’t.
Or the spider slowly climbs up our hero’s arm and we wonder if it will bite and end the story.
Hitchcock was a master at making a scene tense. The tension builds and you’re scared to death until the heroin turns to her right and sees nothing and lets out a sigh of relief, just as the vampire grabs her from the left.
The gore part is the easy way out. Really scaring you takes skill.