Try not to play with or talk to your newborn during middle of the night feedings and diaper changes. Save the playing and talking for the daytime. Engaging your baby in the middle of the night can unintentionally reinforce those wakeups.
At about 6-8 weeks weeks of age you can start implementing a simple bedtime routine to help your baby wind down and get ready for bed.
Yours in sleep,
Tracie / Rest Well Baby