18 would be a good start... but some people need to start higher, say, 24mg...
The consensus is normally as follows:
24mg = Full flavor cigarettes/cigars (Marlboro Red, Camel, Swisher-sweets, etc)
18mg = Lights
12mg = Ultra Lights
6mg = Super Ultra Lights
0mg = Kinda obvious
If 24mg is too much, but 18 is too little, buy the same juice in 24mg and 18mg and mix them 1:1 (or blend flavors in the same manner) to get ~21mg of nicotine.
I smoked standard cigars, which were high in nicotine content, but found that 24mg was too high for me in e-juice. 18mg seems to be just right... and in some juices, I even have to cut the 18's down with lower nic levels or they give me a headache (buzz).