Whenever someone asks me what my secret is for topping the meters, I always tell them it's because I push my buttons harder than anyone else in the raid. Most of them think I'm joking, but it's the truth. High DPS players are keyboard abusers who don't miss a single global cooldown. This is the biggest factor in your DPS, but optimization through theorycrafting still matters -- it's like icing on the cake.
If you're scared of a little math, then don't be. There are fancy tools that do everything for you now such as Zeherah's Hunter DPS Analyzer, Simulation Craft and Ask Mr. Robot. Aside from squeezing out a little bit of extra DPS, theorycrafting will help you understand your abilities and how they contribute to your DPS which is going to result in better damage in the real world.