found the answer, I think
Unlike the Les Paul Recording, the Les Paul Personal (and LP Professional) doesn't have an internal, switchable low/high-impedance transformer. So to plug straight into a guitar amp you have to use a special cord which is fitted with the inline impedance matching transformer. This looks very similar to a Shure microphone impedance matching gizmo, and probably is the same thing. If you plug straight into an amp with a regular guitar cord, you get a very, very weak (but extremely clean) signal. If you plug the inline transformer cable in the wrong way, you get virtually no signal. Been there, done that. (That's probably why they mark the ends of the transformer with "Guitar" and "Amplifier".)
Any Idea where I can get one of these "impedance matching gizmos" ?
http://jbwid.com/guitar/lpp01.htm for more ......... that is if you want more ....