Are you trying to or just flashing firmware ? What is the exact model of your phone?

Use the original USB cable; many third-party cables only support charging and not data/DIAG protocols.

The most common use case is . If a device has lost its IMEI numbers (often due to a firmware corruption or a failed flash), they cannot be written back through normal means. A diag port connection is typically required to re-write these numbers.

If the phone just turns on normally when you plug it in, your timing is off. Try holding the buttons before plugging in the cable, or try a different button combination (Power + Volume Down).

Before executing any commands or handling hardware buttons, your Windows system must be properly configured to identify the temporary serial connection. 1. Install Authoritative Spreadtrum/Unisoc Drivers

Or a status message:

The site supplying most of the MP3 files to the Red Hot Jazz Archive pages on Syncopatedtimes.com is down and many links no longer work. You may find the original Redhotjazz.com and download all of the original RealMedia .ra music files on the WayBackMachine at Archive.org. 

https://web.archive.org/www.redhotjazz.com