Ditto what everyone has said above.
Tires are probably the biggest offender IME. big and fat = bad mpg. Heavy weight lubes = drag on engine and drivetrain. Low tire pressure in any tire =REAL BIG loss of mpg.
Tune up, air filter, synthetic everything, 2WD, new spark plugs, clean engine internals, clean fuel injectors and carbs; etc, all make a difference.
My mpg dropped 3 mpg when my tires were only 3-4psi under the max of 35. Put as much pressure in your tires as they can stand, and as much as your back can tolerate (the ride).
Really good point on the tire pressure. I try to keep mine around 35psi on the front and 40 psi on the rear. Can't remember what the manual calls for, but worth a look.
When I moved out to Edmonton, we pulled a tandom trailer behind my brother's Dakota. On the first fill, we only got like 8 mpg. After that we boosted the pressure in the trailer's tires to 45 or 50 or something, and it made a HUGE difference.
I think in some ways the reliability of these engines leads to running too long on worn out components. My truck was a bit slow when I got it, but with putzing around and replacing all the tune up stuff, I was really happy with how it woke up. I wouldn't be shocked if it had gone up till I bought it with little maintenance beyond oil, plugs and the oil and air filters. The dizzy cap was horrid when I replaced it.