It seems like i've had a similar problem and I think all I did was just keep pumping on it. About the time I was ready to give up, for the 2nd time, it finally primed and started firming up. Now I've got a tool for this job-->
As an alternate, a pneumatic bleed kit is the cat's meow as long as you have a compressor. Probably works just like the Mighty-Vac. Hook it to the bleed nipple and loosen. Then just squeeze the trigger and it'll draw the fluid right out of the reservoir. It's great for replacing the fluid and bleeding.This is the one I used.
It's pretty cheap and worked very well.
Of course, you could always have a bad seal on the piston causing the problem, but I think that's pretty rare.