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I'm not trying to be a wise guy, but make sure you don't have the center rod inverted and have the flat side up.  If you use any of the Primer Pocket uniformers when cleaning you prime pockets, you primers should slide in without too much difficultly and you really don't have to mash hard when you squeeze the primer into place.  If you are flattening primers, you may not realize your own strength which is sometimes easy to do with that RCBS unit which I use each time I reload.  Took me a few crushed primers to learn not to feel the need to squeeze so hard.   Good luck!