One way is to play on people's fears of isolation and the unknown. For instance, 'She was alone in the old cabin. Strange whispers filled the room.' The idea of being alone in a spooky place like an old cabin is already a bit scary. Then when you add the strange whispers, it heightens the sense of fear. You want to make the reader or listener quickly form a mental picture of a frightening situation in just two sentences.
Keep it simple. For example, 'She walked into the dark forest. A growl came from the shadows.'
I was alone in the attic. Then I felt someone whisper my name in a voice I didn't recognize.
Just think of a spooky setting first. For example, a haunted house. Then add a sudden and scary event like 'The old, decrepit house stood alone on the hill. A strange figure emerged from the cellar as I approached.'
Walking down the deserted alley, he felt a presence behind him and heard the slow, deliberate steps getting closer. It was a faceless figure in a tattered cloak. The figure seemed to glide rather than walk, and as it got closer, an icy chill filled the air. He tried to run, but his feet felt like they were stuck in quicksand. All he could do was watch as the figure reached out its long, bony fingers towards him.
Well, start with a scary setting or a mysterious character. Like, 'The old house creaked. A shadow moved behind the curtains.' Make it short and spine-chilling. Also, use simple but powerful words to build tension quickly.
Think of a common fear and describe it in an unusual way. Say, 'The mirror showed my reflection. But it wasn't mine.' Keep it short and intense.
Think of a common, ordinary situation first. For example, 'I was walking my dog at night.' Then add a terrifying twist like 'Suddenly, the dog started growling at me, and I realized there was something following us that only the dog could sense.'
To make a scary story, start with a creepy setting and build tension. Add unexpected twists and make the characters vulnerable.
The little girl found a doll in the forest. As she picked it up, the doll's eyes started to bleed.
They are effective because they are concise. They get straight to the point of scaring you.
I woke in the night to a cold hand on my face. When I turned on the light, there was no one.