[Elecraft] CW mode question

[Bill Miller]

I just acquired a K-3 and have spent an hour  getting somewhat familiar. I tuned 20 M and heard a nice DX station at about S-6 using the USB filter setting. I realized I can only transmit CW with the mode set to CW. When I made the change however, I could not hear either the DX guy (gal?) nor the other in the QSO - I heard both with the SSB setting.
 
Gotta be a way to bypass what seemed like attenuation, right?
 
Bill K9HXO