I recently started a new guild, primarily to get a core group of folks together that adventure at the times that I can attend (late night PST). Over and above the comments above, here are some tips:

1) Post on the WoW forums in both guild recruitment and your server forums. Take a look at the format of other posts in the same vein, and be concise. Most importantly, stress if you are an Alliance or Horde guild ;)

2) Have the infrastructure in place. We had a guild site up almost immediately (http://www.agonalbreath.com ... visit and tell me if you like the format), had a Ventrilo server running, and some stock for the guild bank.

3) Decide you policies up front, and put them in writing.

4) If you spam the in-game channels, inviting every Joe Schmoe, expect to get some real tards, or folks who are predatory and looking for an easy mark. Instead, run lots of pick up groups (I know ... ick), and try to invite unguilded folks more often than not. If you can't stand them for a couple of hours in a dungeon, you don't want them in your guild.

Finally, there are (crazy) people out there willing to either transfer or reroll characters in order to group with folks they like. We've had two cross-server transfers, and two complete re-rolls, and they're all fantastic additions to our guild.

Hope this helps!

D

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