I've heard this mantra for quite some time, and have been good about unplugging small appliances when not in use -- in my kitchen, the toaster, electric water kettle (which uses less energy to heat water than using a pot on the stove, btw), and coffee pot are unplugged. My printer is unplugged; the paper shredder that sits next to it is unplugged. I use a smart strip for our entertainment center in the living room.
But I never thought about the two phantom energy loads in the basement: my washer and dryer. I generally do laundry once a week, spread over two days (so that I can allow things to dry on my clothes racks and not run out of space), but the other five days neither the washer nor the dryer are used. They're sitting idle and unplugged now... quite possibly the simplest ecominded change I've made so far.