installing heat sink

/r/ing heatsink assistance. I got my new heatsink in the mail, for the first computer I've ever built, and I would like assistance with installing it, please.

http://www.kingwin.com/pdut_detail.asp?LineID=&CateID=31&ID=171

Yes....don't force it too much as that could place severe stress on the components.  A processor is costly, so I would also hit up the fan manufacturer with some extra install info...or just google it up.  I have a Zalman Al-Cu fan, and it was pure annoyance to get the connector bars to bend just to fit my Asus mobo.