Check the flame logs to see if all are lighting. I have had this problem in the past. If not all logs are lighting, then you have to open up the ends a little to allow the flame to jump from one to the other. I believe that there is a flame sensor at the top log that has to "feel" the warmth to keep the gas valve open. I don't remember the exact sequence, but if I remember correctly, it is the exhaust blower comes on, starts the ignitor sparking, the gas valve opens, the logs light from the bottom to top, the heat sensor kicks in and sends a signal to the valve to stay open, and then the blower moror comes on when there is heat in the heat exchanger. Is this a new problem, and the heater worked well in the past? If so, check to see if any spiders have built webs in the heater. Mine will make 2 attampts at starting, and then it shuts down on a safety. To reset it, you turn the thermostat off and then on again..