Hi Mattmann, I see you're on my realm, so if you see me online, feel free to whisp me for a chat.
I haven't played fire (yet) so I'm not an expert on your rotation (which, as Sylkh points out, is now more correctly called a priority list).
I suspect that enchanting and reforging are probably best left until you're higher than level 38.
Better gear certainly helps massively, but yours isn't bad. I see a lot of Spirit on your gear. I'm not sure whether you went looking for it, or it's just the random drops that were available. Spirit doesn't help you much as a mage, though I remember when starting I thought that it should, before I started crunching numbers. At your level, you just want Intellect and Stamina, in that order, with Crit and Hit as nice bonuses if you happen to get them.
Mostly, I suspect you just need to practice your rotation. I'm going to provide a link to a post I made earlier with the best advice I have on the subject:http://eu.battle.net/wow/en/forum/topic/3388890020#6
If it's any comfort, I'm struggling with dps on a Ret Paladin alt at the moment. I know about all the theory stuff, and I know what I should be doing, but I'm not pre-hitting the keys fast enough, not catching procs fast enough when they happen, and missing out on some of my lesser-used attacks. I know all this. I just have to practice, practice, practice. My rep is now Hated with Target Dummies. :)