please help me quick

i just bought the game for 30 pounds and the bloddy thing wont work. it asks me to put in the serial key before i play, which i do, then its says error acitivating the product, ive tried so many ways with capitols and dashes but none of them seem to work, could someone try and give me an explanation as to why this is happening. it would be most appreciated as im dying to play, cheers
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Did you buy the copy used? If you did and its registered then you wouldn't be able to activate it. If you bought it new and it isn't activating use the manual activation process.

Here are online instructions:

https://www.stardock.helpserve.com/index.php?_m=knowledgebase&_a=viewarticle&kbarticleid=447&ratingconfirm=1