Here's what they DON'T show Norm doing. Test the stain on scrap. Do LOTS of tests, if need be. See how the wood you're using affects the absorption of the stain. Pine sucks it up like a drunk at an open bar, oak tends to be a bit more even (but it'll change depending on if it's red oak or "everyday" oak).
If you want more even results, the best thing for you to look for is a gel stain. It isn't as easy to appy, but it's anything BUT difficult, and I think you'll like the results.
Another thing you might want to try is to get an old cloth (something like a t-shirt, nothing too thick like a towel, that'd be bad) and some rubber gloves. Ball that up and dip it in your stain. It'll apply the stain a bit more uniformly for you. You may have to do one or more applications to get the shade you're looking for, and you'll DEFINITELY have to work faster than if you flooded the stain on with a brush, but it just might work better for you.
The "conditioning" Maverick is talking about is to help the wood accept the stain more evenly. When you look at the wood, the growth rings won't accept the stain as readily as the softer wood between it, hence the different colors. It can vary WILDLY depending on the wood (softwoods tend to vary more than hardwoods) but doing something like what he recommended will help even that out, which might have been the problem you experienced.
I have no idea where you live, but if there's a Rockler store in your area (or if a store happens to sell small bottles of the stuff), pick up a gel stain and test it out to see how you like it. I have a feeling you'll find it to be a HUGE improvement over the brush-on type.