Yup gotta think football
Hold the ball at all costs, can't score if you're chasing it around all day. If your strikers are getting crowded, turn back and lay it off to a midfielder or even defender if you have to.
Play and move is a big part of the game so use the 1-2 liberally(L1 and x), the player who plays the initial pass may not receive the return pass but has dragged his marker out of position, leaving other players more room to move.
Also if your stuck on one side try to switch the ball, your Left and Right backs will be in good position to receive the ball but try and resist the urge of immediately sprinting them down the touch line, usually their dribbling skills aren't the best and if they loose the ball your back line will be stretched. Instead, draw a man towards you and lay it off.
If you're just starting, have a play around with your quick settings in the formation menu, as ogsimon said counter attack can be excellent but what works for you depends on your own style of play.
Once you get a bit more advanced, setting the strategy menu to manual is great for adjusting your attacking style on the fly. In this menu you can assign various strategies to button combinations(By combos I mean holding L2 while pressing other buttons - This is where a gamepad is almost essential). For example, I find when I'm getting crowded in the middle of the park switching the strategy to "Opp side attack"(I've set it to L2 and O) - keeps your wide players virtually on the side lines and opens the play right up.
Something a bit more simple is to hold L1 with circle(long ball) to play a cross/high ball to strikers from anywhere, good if you have a decent target man who can flick the ball on for a speedy striker.Not pretty but can be very effective.
I could go on but that'll do