To begin with, make sure that your tobacco isn't too moist. Generally it should be dry to the touch, not crispy - though some here prefer that - , but dry and pliant.
Before I touch flame to tobacco, I wet the rim with a bit o' spit. That helps prevent scorching the rim.
Whether using a match or a lighter, hover it about 1/2 inch above the surface of the tobacco and move it around in a circular motion while gently puffing to get an all over burn.
Let the first light go out. Tamp gently, then wet the rim and relight, same way you did the first light, moving the flame over the tobacco to get a even light.
Once the tobacco is going, you gently sip, like sipping scotch. The trick is to burn the tobacco at the lowest possible temperature, not the highest.