If you have a non-injected turkey and don't add any seasoning before cooking, you're going to get just what you got, a boring, dry bird. Brining is one approach, though that's a fair bit of work and requires space a lot of people don't have in their refrigerator. I've done it using a cooler and a lot of ice. The other, more space conscious method is salting. Think of it as dry brining. You rub salt on the bird and let it sit like that in the refrigerator. The salt works its way into the meat and causes the tissues to cling tenaciously to their natural moisture. The salt, of course, also tastes good. You can mix other flavorings with the salt and hope the salt will drag at least a bit of it into the interior. I think the jury's still out on the flavoring thing. The salt definitely works. I'm sure you can find specific instructions for both of these techniques online.
If you don't want to go to all this trouble, buy the Butterball. They've injected the turkey with a brine, saving you the trouble. If you do go the Butterball route, by all means ignore the hokey pop-up "done" button. Don't remove it, you'll lose precious juices through the hole, but pay no attention to it otherwise. Stick with a real thermometer.
Turkey is kind of bland and can definitely use some help in the flavor department. Lots of options there. Smoking is certainly a favorite around here. You can also rub butter and/or various herbs and spices under the skin.
