I think they recommend not lubing the shoulder because it's easy to leave too much on there. Too much lube can buckle or dent cases, or so I'm told. I guess it's due to hydraulics. The lube has to go somewhere, and if the bottom of the shoulder is sealed against the die, the lube can only move up to the weaker neck. I've never had any trouble if I make only a slihgt effort to rub excess off the shoulder, still leaving some on there.
Also: CLEAN YOUR DIES between sessions. There's a lot of junk that can get caught in the lube. The red stuff from my Lyman tumbler media builds up in mine.
For a cheap lube pad, shake it up (lee lube tends to stratify in the tube. It should come out like ointment), and spread some on a folded paper towel, kinda rubbing it in with the tip. Then roll your cases on it a few times to get an extremely thin layer on it. You can let the Lee lube dry on there also, which happens in only a few minutes and doesn't hurt anything. It actually seems to work better, IMO.
It takes practice, so keep at it.
RCModel, love the smiley. Brings back hours of mind numbing gameplay.