How long should it say Rebooting.

I am trying to update my pirate box on my 703n v1.6.

When I go to flash the firmware i get

root@OpenWrt:/mnt/usb# mtd write -r openwrt-ar71xx-generic-tl-wr703n-v1-squashfs-factory.bin firmware
Unlocking firmware ...
Writing from openwrt-ar71xx-generic-tl-wr703n-v1-squashfs-factory.bin to firmware ...
Rebooting ...

The writing takes about 3 minutes and the rebooting step hangs for a very long time.