This takes practise and persistence to get right and varies from person to person. I sometimes recommend having shorter appointments until people have discovered their best way. It definitely helps to rub a little cream thoroughly on the area to begin with, and a little while later begin to apply thicker amounts. Then cover with plastic wrap. Any movement will compromise the effectiveness. I have one client who applies the emla when she arrives at my clinic and stands in my waiting area for two hours, in order to get the best numbing possible.