As long as you're consistently doing the following:

1. Not following Opening Principles.

2. Missing simple tactics.

3. Hanging material.

Forget about strategy for now.

What you can do is this...

Opening Principles:

1. Control the center squares – d4-e4-d5-e5
2. Develop your minor pieces toward the center – piece activity is the key
3. Castle
4. Connect your rooks

Tactics...tactics...tactics...

The objective of development is about improving the value of your pieces by increasing the importance of their roles. Well-developed pieces have more fire-power than undeveloped pieces and they do more in helping you gain control.

Now we will look at 5 practical things you can do to help you achieve your development objective.

They are:

1. Give priority to your least active pieces.

• Which piece needs to be developed (which piece is the least active)
• Where should it go (where can its role be maximized)

2. Exchange your least active pieces for your opponent’s active pieces.
3. Restrict the development of your opponent’s pieces.
4. Neutralize your opponent’s best piece.
5. Secure strong squares for your pieces.

Don’t help your opponent develop.

There are 2 common mistakes whereby you will simply be helping your opponent to develop:

1. Making a weak threat that can easily be blocked
2. Making an exchange that helps your opponent to develop a piece

Pre Move Checklist:

1. Make sure all your pieces are safe.
2. Look for forcing moves: Checks, captures, threats. You want to look at ALL forcing moves (even the bad ones) as this will force you look at, and see the entire board.
3. If there are no forcing moves, you then want to remove any of your opponent’s pieces from your side of the board.
4. If your opponent doesn’t have any of his pieces on your side of the board, then you want to improve the position of your least active piece.
5. After each move by your opponent, ask yourself: "What is my opponent trying to do?"

Simple Chess by Michael Stean

https://web.archive.org/web/20140708104258/http://www.chesscafe.com/text/review400.pdf

http://store.doverpublications.com/0486424200.html

Logical Chess: Move by Move by Irving Chernev (1957)

https://web.archive.org/web/20140708104437/http://www.chesscafe.com/text/logichess.pdf

Seirawan stuff:

http://seagaard.dk/review/eng/bo_beginner/ev_winning_chess.asp?KATID=BO&ID=BO-Beginner

Possibly of interest:
Simple Attacking Plans by Fred Wilson (2012)
https://web.archive.org/web/20140708090402/http://www.chesscafe.com/text/review874.pdf
http://dev.jeremysilman.com/shop/pc/Simple-Attacking-Plans-77p3731.htm

The Most Instructive Games of Chess Ever Played by Irving Chernev (1965)
https://chessbookreviews.wordpress.com/tag/most-instructive-games-of-chess-ever-played/
Seirawan stuff:
http://www.nystar.com/tamarkin/review1.htm
50 Essential Chess Lessons by Steve Giddins
https://web.archive.org/web/20140708100833/http://www.chesscafe.com/text/review534.pdf

Chess Strategy: Move by Move by Adam Hunt
https://web.archive.org/web/20140708093249/http://www.chesscafe.com/text/review890.pdf

thanks all simple chess seems fine.

Despite the title "Simple Chess" is not an easy book.

"Logical Chess Move By Move" by Chernev is a better choice IMO

How to Reassess your Chess - Jeremy Silman

Winning Chess Strategies - Yasser Seirawan

And a personal favorite of mine: 

Best Lessons of a Chess Coach - Sunil Weeramantry
You CAN'T Go wrong with that one. 
https://www.amazon.com/Lessons-Chess-Coach-Sunil-Weeramantry/dp/0812922654

"Jeremy Silman's HOW TO REASSESS YOUR CHESS is an example of a good book which explains many important ideas in clear terms." - GM John Nunn (2006)

"How to Reassess Your Chess, 4th Edition was designed for players in the 1400 to 2100 range." - IM Jeremy Silman (2010)

https://web.archive.org/web/20140708095832/http://www.chesscafe.com/text/review769.pdf

https://www.silmanjamespress.com/shop/chess/how-to-reassess-your-chess-4th-edition/

Thanks guys!  Great books proposed need to make a choice though

https://web.archive.org/web/20140708094252/http://www.chesscafe.com/text/review446.pdf