The trouble is that a lot of players aren't horror gamers. They come to roleplay looking for empowerment and excitement, sometimes even for a chance to switch off their brains after a busy day at work, rather than a chance to challenge themselves with clue trails, explore their fears, and play around with the nihilistic perspective that bad things happen to good people and that sometimes no matter how good you are ... you will get hurt and die.
I've had some success with my players with darker tastes in luring them into liking survival horror games. One player figured out how to enjoy it on an intuitive level and another one understands the pleasure of it after I explained a few things to him.
In a survival horror, the players have a lot of freedom because it's easy (and often best) to contort the plot around where they go so you can't really screw up if you go to the wrong place. Oh, you chose to go to the hospital? That's okay. That's where the next plot point is. Oh, you rested? I'll throw a monster at you but you have no penalties. Oh, you didn't rest? Now your fatigued but you're closer to the end game. All options are equally right and equally wrong. In that, it can be quite freeing. If the Storyteller plays it with a deft hand, you skirt death many times but generally you'll make it through. The game is stacked in your favour -- but it will never look like it is. Just like in the videogames that defined the genre, you'll be on your last bullet when you get to your next clip, but you'll get that next clip just when you need it. Chew through your ammunition and you'll still fail as survival horrors punish incautious players, but if you're clever you may well make it through.
Since that player's issues were based around a belief that he *should* know where to do or where to go and that he was somehow getting it all wrong, learning that the survival horror games flexed around him and that it was an experience to be enjoyed rather than a list of objectives to be won, he can relax into it a lot more and simply enjoy it. He's still no horror player, but it no longer frustrates him.
How do you deal with non-horror players? Or worse, players that don't like the dark and gritty at all? It's one thing to suggest going out and getting new players but its my experience that horror players are few and far between. What do you do to encourage them to enjoy it? How can you re-frame it?