The things I can say that made a huge difference for me....
- Brine!! I thought that shyt was
for like the first year of my smoking career. I was wrong. Brine, breh. Don't use regular or even sea salt, make sure you use KOSHER SALT and precise mesaurements. Trust me.
- Don't oversmoke! I used to add a shyt-ton of chunks in my smoker cause I thought, "Well if 2 chunks is good 14 chunks has to be better, right?" Nah. Like breh said above, you want that low... continuous almost blue smoke for best flavor.
I smoked a beer can chicken a couple weeks ago (using a proper brine and the right amount of wood) and the flavor was literally

. I couldn't believe I created something so delicious.
Edit: Don't soak the wood. Use chunks not chips. Also different woods for different applications. If you're using Mesquite for long-term smoking, you're fukking up. I stick with Hickory for chicken and Cherry for pork.
Above, you see that kosher salt is underlined, bolded, capitalized, and in a massive font. I cannot stress enough the use of kosher salt over other salts. It's cheap; it's awesome. Don't fukk around. Use kosher salt for your brine.