I followed the instructions pushed pilot button down and pudhed igniter several times but it won't take off, I've done this so many times the igniter doesn't even flash any more

The first time you light a new water heater or gas anything it can take a few minutes to purge the supply line of air. Make sure your control knob is pointing at PILOT, push it in and hold for a full 30 seconds and then spark the ignotor. Which model Richmond is this?

The flame has to just be on the tip of the thermocouple on the 1/2"-3/8" part. You may have ruined it.