Never let up and never lose focus. If you're "in it to win it" then you need to come out strong and maintain that level the entire course of the match. A hunter does not turn their back to a downed or wounded prey. Make "nice nice" time is after you've finished them. Some people will even try to "chat you up" during the match as "strategy".
You should be as focused on the first point as you are on the last. Your level of focus determines what type of shot and the quality of the shot that you play. If you lose your focus will you find yourself playing stupid and unusual shots that you normally wouldnt play, like hitting extra hard/soft, or going for more/less.
"In the 1980's two men dominated--sometimes each other, most of the time everyone else."