If your son is not interested then stop and wait. Some boys wait until they are 4 to potty train.
You must remember that potty training takes more than a week. There are books out there that say it can be done in a week, well the initial idea can be done in a week, but to actually get the idea and concept could take a couple weeks to a month or more.
My son is 2 and because he is a twin he potty trained with his sister. There are days now that he says no when he needs to be going potty, and at night he is not potty trained at all.
What I did at first was to take a baby doll and have them show me how the baby goes potty. Then I had them practice pulling their underwear up and down. Then I had them feel their underwear and say dry. Keep your underwear dry. Then every 15 minutes I would ask them to check. Every hour I would put them on the potty and make them sit for awhile. If they went potty I would get all excited and give them a treat (whatever their favorite thing is. My son loves little Dibs ice cream treats so that's what I used). If they went potty I would wait 2 hours, while still asking them if their underwear was dry. If they didn't I would wait an hour and put them back on.
If they wet their underwear I would have them hold it in their hand and say kaka, gross and make them tell me where they go potty and have them sit on the potty. Then of course they would wash their hands. We would start with another pair of underwear and start the process all over again. It will take about a week for this procedure.
Then once they get the idea I would just remind them in the morning to keep their underwear dry. Every 2 hours I would have them go and sit on the potty. One day you will be sitting there working on something and you will hear the toilet flush. Once they are in this stage I would take them to the store, if you haven't already, and pick out their favorite underwear. Then get some plain old white ones. Put on their favorite ones in the morning and tell them to keep them dry. If they potty or poo in them then they get the white ones, and really play it up. Then you will know that you don't have to remind them to go potty.
With poo training you do need to teach them the concept of squeezing on the toilet. They are used to bending and squatting or however, and you you need to put them on the potty and tell them to go poo or kaka. (we use kaka) Teach them to squeeze while sitting and you squeeze while you are showing them how to do it. Pretty soon they will run to the potty saying kaka kaka even if they only have gas. :)
Good luck and know that this stage will pass and you will look back on it thinking wow! That didn't take long. (Although I am so glad that I will not be going through that stage again :) )