When you serve, do you just serve? Or do you stop and visualize the serve first? And when you visualize the serve, do you visualize all of it, or just part of it? You should visualize the entire journey the serve takes, all nine feet of it (or 10.3 feet, if you serve crosscourt).
Contact point: How high from the table? Most players contact the ball too high, and so the ball bounces too high. Also, how far behind the endline? For spin serves, contact the ball just behind the endline – any further back simply gives the receiver more time to react, plus it’s harder to control the depth from farther back, especially if you want to serve short. For fast & deep serves, contact is farther back so that the first bounce can be near your endline. Finally, where on the racket is the contact? For maximum spin, generally on the point on the racket furthest from the spin (the fastest moving spot). Or near the handle if you want to fake spin but serve no-spin. Visualize the contact