RAM wont sit properly?

[AssaTM]

I have new ram and it's perfect compatibility wise, it sits in fine, just not enough for me to clip it in, I'm hoping it's something stupid i've missed but the ram just wont go far enough down for me to clip it in :s

EDIT: Nevermind, it's my first time installing RAM and I didnt wanna put a huge amount of force on it, but it's ok now ty