Blood for the Blood God is one of the best effect paints they have. Personally, I haven't done much basing it on other reds, like people here have suggested, though I can definitely see where that would work, and create more of a dried blood look, whereas pure BftBG will create a more wet blood look.
The three biggest pieces of advice I can give with it, though, are
1) even more so than other paints, apply it in thin, light coats, and build it up.
2) if you want a spatter effect, the best way to do it is to literally spatter it. Take an older, stiffer dry brush, get it into the bristles fairly loosely, and then flick it with your thumb onto the model. Don't worry if it goes a little outside the target area, it's a spatter
3) if applying it to a blade, always, always start your paint stroke at the edge of the blade, and pull it in the direction of the blade's movement. Automatically Appended Next Post: ETA: vis-a-vis #3, while with most blades this would just be from edge straight back in the direction of the other edge, because of the moving teeth of a chainsword, you might want to try considering on side or the other of the teeth the "edge" and coming diagonally up or down from there.
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