Mine is a bit different. On mine ,hold the button or dial to start or ignite, holding down or on ignite for a few seconds then put a match or lighter to the front and it should light, when it does continue to hold button/dial for a few seconds then let go. He will not see any flame to speak of, but it will be lit.
Mine does not have the electric start either, but the directions say that I do. They lie!
Sooty