Don't really time it. Just get them going so that the end is completely lit and there is a flame on the end. Once it gets going good, blow the flame out ....... it often goes out on its own, but the end you lit will be smoldering and glowing.my lighter puts out a similar flame. how long are you putting flame to pellets? are you lighting pellets, letting them be on fire for a bit then blowing out flame so pellets smolder?