[b][center]Interest Checks[/center][/b]

One of the rules of advertisement: If it can't be understood in five minutes or less, nobody will be interested. Post an excerpt of the plot you want to run, no more than three paragraphs, and then devote one paragraph to just explaining clear as day what you want and what the RP will be about. For example: You have a fantasy RP? Try having the King of whatever nation write a letter to another, detailing the main conflict at hand for the party, add some exciting words, words that are vague enough to conjure any image but powerful enough to convey the validity of the problem at hand. Think words like: Cataclysm, apocalypse, endless, brink, destruction, terror, etc.

After that, keep the interest check afloat. Answer everyone who comes in. I mean everyone, even a simple "I'm interested", reply with a thank you and a smile. Even if half of them don't show, if you get the interest of like, 30 people, that's still a solid 15 who will arrive to join the frey.

[b][center]OOC structure[/center][/b]

Comes in a variety of valid ways. If you're going pure text, always put the plot up front and centre as the first portion, the character sheet second, and any information thereafter third. If you're in casual, keep it below 2,500 words. If you're in advanced, below 6,000. Nothing drives players away like an OOC that takes a solid two hours to read and understand.

And, again, keep excitement alive in the initial phase. Respond when you can, use teasers, answer questions. The formatting of the OOC just needs to be solid enough to garner attention--what will really keep people keen is in how well you can keep the tension going for whatever is going on.