I dont ever really do much rubbing. If I apply a rub, I usually just sprinkle it on. If I want to make sure it sticks good, I may pat it or even rub it a little, but its really about getting it to stick. Lately on my ribs I have been applying a light coating of mustard then sprinkling the rub on that. It helps the rub stcick better and no my ribs dont taste like mustard!