I have my first race of the year this Sunday.  This month marks one year since I have started running.  After running a couple of 5Ks last year, I've decided to try something a little longer.  This Sunday is a 4-mile race.
As I run during the week for exercise, I had been running for 30 minutes, covering right around 3.2 miles.  To prepare for this Sunday, I have been running for distance.  The last few weeks, I have been following the "increase distance 10% each week" rule.  This past week, I've been covering four miles at a 9:40/mile pace.  My goal for the race this Sunday is a 9:30 pace.
My question for you more experienced runners is this:  I get quicker as I run.  My splits are usually 10:00-10:15, 9:45, 9:30, 9:00-9:15.  The route I run is pretty consistent as far as hills (I'm not running downhill towards the end).  I tend to think that it is more psychological, i.e. - I over-conserve in the beginning, then increase my pace as I near the end.  Is this typical?  Is there any way or tips to making my splits more consistent?  Or does it not matter and I'm over-thinking the whole thing?
Thanks for any advice and I'll happily answer yours.  Especially you marathon guys...You need my advice.    
