I never count sheep. Instead, to relax my brain and initiate sleepiness I vividly picture a texturized number (in sequence) for each slow, deep breath.
A different texture, background, sometimes objects connected to the first letter of the number (Five Foxes), and appropriate/ambient sounds. I’ve recently found that thinking of random smells/odors (hopefully pleasant!) that change with the numbers has really helped me fall into dreamland.
The more elaborate these calm/simple thoughts are, the more focus is required and the more tired I become…