I play J 10s with the pump it or dump it mentality. Like drmcboy said, you are not looking for win w/ a pair on this type of hand. If the flop misses then check/fold. If it hits, (and other factors permit it) then bet aggressively to protect your hand.

In the situation you described, you only have a slim chance at a pair. But even if you hit it, there is an excellent chance you are beaten anyway, and it will cost you lots more than just folding. The other posibility is the miracle runner-runner that will give you the straight. Needless to say, you don't want to invest in that possibilty.

I'm new at this too, so if this doesn't makes sense, then please let me know.