Bootloader tells me "Connect USB" when it is connected?

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http://androidforums.com – Hi all, Trying to flash to my phone, I hold up on the D pad and the power button and get the message, "Battery OK OK to program Connect USB Data Cable." I have the USB cable connected. It's the original cord that came with the phone and I have the drivers installed. When not in boot mode it allows me to do USB storage and everything else with the phone. Why is it not recognizing it now and what can I do so that the message says: "Transfer Mode: USB" ? TYIA for any help. (General)