Just yell, “light weight!” or tell yourself outloud that it’s “nothin’ but a peanut.” It works for Ronnie… “Yeah buddy!” (That’s what I saw Coleman do before he hit 800 for a double, no suit, CONVENTIONAL!!!)
But in my own experiences, the difference between smashing a new P.R. and just slamming into an old wall is always gonna be mental. I used to get real hyped up for bench, but as I develope as a lifter, and my bench techniques become more refined, it’s become more about focusing on the groove and getting my mind in it. But when it comes to the dead, it is, and always has been about harnessing the rage and using every bit of aggression you have to pull that bar up. I probably put more time into developing and perfecting my dead technique than most people, but that’s so that when I start my mental prep right before a P.R. attempt, I don’t lose my form when my heads rushing and I got that rage flowin’ through me. Just set your feet, grab the bar, countdown, set, and pull, baby!
My advice to add to the good advice above would be, make sure you spend enough time at low weights PERFECTING your form, because in the deadlift, probably more than any other lift, when you start pullin a weight you never have before, it’s real easy to lose your form real quick; and as soon as you lose your form, you might as well drop the weight before you get hurt.
P.S. I love deadlift threads… someone should start one in the pics section; then we can really evaluate form.