@craigmaloney Craig, it's not normal for a cat to scratch so much. If this is a change in behavior then maybe a vet visit is in order.
If it's pretty usual, sometimes it works best to start off with a rub of kitty's neck; and to let kitty go the second you are alerted that it's enough. Once trust builds, kitty might be more interested in pats and cuddle a little longer, a little longer.