Printer connection unsuccessful

I have this error message when I try to install my printer driver via usb. Please see attached file. Does anyone knows the solution to this problem?
 

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Try another NEW usb cable and/or be sure it is fully seated into the slot on the printer.
 
I wonder if you are aware that when you install a usb printer, you must unplug other usb printers prior to the installation. This is to prevent windows from having device conflicts.
 
Is this install on Windows/10? - - you will need a Win/10 install package!
 
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