Honestly, John, if you have no idea where to start, Jeff's is an excellent recipe. I don't use it often verbatim- my rubs tend to be alot less sweet and have some other spices. Here's a list of the typical rub I make- quantities vary. I suggest you start with perhaps a quarter cup of paprika and go from there.
Sometimes I'll add Old Bay, some folks like cinnimon and/or nutmeg.
But if I were inexperienced in rubs/sauces, I'd buy Jeffs. Heck I DID buy Jeff's.