Most likely cause is not allowing the paste to soak into the paper. For a heavy vinyl this could require as much as 5 minutes - check the label. Other less likely but possible causes are poor wall preparation (eg non-porous surface such as oil based paint), using paste on ready pasted product, and as mac309 says, not brushing out all the air. If you can provide any more info I can narrow it down a bit.
First rule - RTFL. (Read The Flippin' Label or similar)