When I punish someone newish for forgetting the sir or calling me master without being owned (I'm not a master unless I own them). I give them a little something whether it be tounge kissing, carressing, etc and then take it away... And ask what are you suposed to do? If they say they don't know, I tell them your FIRST goal is to make me happy. Then I ask them, what is the FIRST thing you can do to make me happy? If they say thet don't know, I then give them a little more than I did before and then ask them what they want. They ALWAYS say me, so I ask them what they have to do to get me and they say make me happy. Then I ask them how they are to address me in a respectful manor and they say, sorry sir. it's that easy with new subbies. Sometimes this can go on for SEVERAL hours before they get it, but they ARE new and you must be extremely patient with them.