I too agree w/ all of the above, you might also want to look at the room environment, some babies need a dark room or anything will catch their attention and they will focus on it.
Shielding dc eyes with your hand also helps.
I would pat and shush dc on your shoulder first, to get dc drowsy, and then lie dc down, keeping with patting and shushing. In Tracy's sleep interview, she talks about this - the sleep interview is attached to the board, as an announcement.
Definately keep dc awake times short, especially for a newborn. If feed time is close to sleep time, that's okay, just make sure that dc isn't lying completley flat on dc back-- Tracy has always recommended raising the crib mattress slightly to aid in digestion. With a newborn/young infant, the EASY routine looks more like Awake and Sleep. The Eating and the Activity are together (since eating is an activity!)
Another thing you can do, is to stay with dc for the first 20 mins. to make sure dc enters deep sleep. Keep your hand on dc limbs and shield dc eyes as well. There's a post in the infant sleep thread regarding this.