New cartridge no sound

I got yhe Shure MX 97e for my Scoutmaster and did a slow careful setup following instructions to the letter.

R-RED-(RIGHT �HOT�)
RG-GREEN- (RIGHT GROUND)
L- WHITE -(LEFT �HOT�)
LG-BLUE-(LEFT GROUND)

All went to the matching color n my JMW Memorial tonearm:
Red  -right hot. Green  right ground. White  left hot.
Blue  left ground.
Tonearm level, cartridge in the right position as per VPI instructions, went to spin a record and got no sound. I plugged the turntable into my phono preamp on my Rotel pre-arp thus eliminating my Phonomena phono stage.
What gives. Every other source in my system works, as does my pre-amp and amp.