Are you peeling the paper off of it? Instructions

Yes

I follow those directions exactly except at the end it just falls off.

Im having the same problem with bonding two pieces faux leather together. Everyone in my blog broup raves about HeatnBond but they are using a heat press. That may be the difference. i’m using an iron.

I have also had problems with HeatnBond Ultra when I used it to fuse thicker patches or fabrics. I don't think enough heat gets through the patch or thicker fabric to melt the fusible enough to stick. If you can iron on the back side, you may find it sticks better. Fusing two pieces of faux leather may be more tricky, though I have never attempted that. I think i actually burned my embroidered patches a little trying to get them to stick. You have to be really careful. Conversely, I use HeatnBond Lite to do all of my quilting applique' and I absolutely love it!

I have had the same experience. I've used stitch witchery for years, the mail order supplier I use no longer offered it in the 18-inch width and I ordered heat n bond instead. I'll just be throwing it away. Useless, and I'm not using it on heavy or thick fabric.