After watching the video, the first suggestion I'd make is, get closer to the cotton. It's OK to touch it, if the hair on the back of your finger gets singed... you're doing it right. Next, until you get the hang of it, use a bigger piece of tinder, use a whole cotton-ball. Fluff it up into a bowl-shaped, birds-nest looking mass, stick the Spark-Lite right down in it, and presto... you should get fire. Once you're comfortable with this, you can use smaller bits of tinder, but just starting out, don't make it any harder than it has to be. And last... do yourself a favor, and work in a small bit of Vaseline, you'll be amazed at the difference it makes, not only in the ease of lighting, but also in the intensity and duration of the burn.

Troy