I think you have to determine things game by game, to explain further...
If you're up 14 points with 11 minutes to go in the 4th quarter, you probably want to rotate some of your starters out of the game (as opposed to pulling them completely). But considering I think that might have been the case for maybe 3 or 4 games this year, it doesn't seem likely that will be the case but for maybe 1 of these final 4 games.
Generally I say, you do nothing different than you would do for any game. You treat every game the same. Telling your players that it's OK to take their foot off the gas, IMO in general is an inferior strategy. IMO, this one (of several) explanations of why the Patriots under Brady have had more postseason success than the Colts did under Manning. It doesn't always work out as the Patriots have had their fair share of early/unexpected playoff exits, but I think over time it is much more conducive to winning in January.
This isn't like basketball. This isn't the San Antonio Spurs, or the Celtics of the Big 3 Era, or the Lakers of the late 90s, where you can take your foot off the gas, and then turn it on when you need to. Those were teams with championship pedigree before they adopted these strategies. The Falcons essentially have "anti-championship" pedigree as a team that notoriously disappoints in the playoffs. You wouldn't want the Carmelo-led Knicks or LeBron-led Heat (prior to this past year) to basically coast, and hope that when things counted, they would rise to the occasion.
That has been the fatal flaw of this team in the previous 4 years, a certain air of entitlement.
So as a coaching staff, I would do everything I could to "exorcise" that sort of mentality from the locker room. And basically treating regular season games like preseason games is probably the worst thing to do if that is your goal.
Again, if the Falcons are up 30-13 late in the early 4th, then you probably want to pull/rest your key players more. Run the ball a bit more as to not expose Ryan to hits, get Gonzo, Roddy, & Julio less reps by playing more snaps with Palmer, Davis, and HD. Put Babs, Abe, Samuel, and Spoon on the bench with Robertson, Sidbury/Matthews, McClain/Owens, and Dent more reps in that situation.
But if it's 14-13 with 11 minutes to go in the game, then you bet if I'm Mike Smith & the Falcons, that Ryan & Co. are going to play the rest of the game. If someone gets nicked up, then maybe you cut their reps. But if guys can play, they should play. If a guy is 70% then you rest him. If he's 80% then he should play, but maybe with reduced reps. If he's 90% or more, then he should play his full/regular workload.
"Vincere scis, Hannibal, victoria uti nescis" -- Maharbal, 216 B.C.E.