To me, a great horror novel consists of certain standard elements:
of course, there must be the negative protagonist. and in horror, a supernatural villain is expected...be they demons, vampires, evil spirits or what have you....i prefer ghosts. they are harder to pin down to specific traits. nobody really knows what ghosts are, why they exist or what they are going to do (as opposed to say zombies, who are expected to eat human flesh and brains and turn people into more zombies)
of course, there must also be a fear element in horror....things that make you afraid, or make you jump or give you goosebumps, something startling or things that make you afraid to turn out the lights.
For me, good horror also includes carnage. people must die...in horrible gruesome ways. admittedly, the shock value in carnage has been diminished with overuse in our society, especially in the arts. still, it's the best way to create fear and horror. after all, what can you possibly fear more than a hideous, gruesome death?
except possibly the last element: love and sex. to me, love and sex are crucial elements in any story because they are a crucial part of life. we can live without horror, but we can't exist without love and sex. (i can't, anyway)
intense emotions are so strongly tied together in our minds. the reactions to love and sex are just as vivid and strong as our reactions to fear and terror. and exploring these deep emotions is the mainstay in composing literature.
besides, what goes with love and sex better than gore and carnage???
additionally, i always find it beneficial to have a story that teaches a lesson...either about our own personal lives or about the world in which we live. most of my novels include lessons or messages that are intended to make the reader stop and think. of course, art rarely if ever makes its audience completely alter their views on life or the world. however, if i can make most readers take a moment to think, maybe even reconsider something they take for granted, i feel i have accomplished a great task.
i personally write in a kind of minimalist style that has been honed over the course of my 8 novels to include a certain casual, relaxed attitude that readers find easy to enjoy. i don't like to beat the reader to death with inane details, descriptions and fluff. i prefer to beat them to death with blunt instruments or something with a sharp blade!
i tell readers what they need to know to enjoy the story....most people are bright enough to fill in the blanks. if you cut into a body, blood comes out....but if you cut into a mind, ideas spill out.
i put into a book what readers need, they take out of my books whatever they want.......