Choke has to be to run position, prime twice and pull the cord. If it didn't start, prime again and pull the cord. That's as far as I've ever been on mine without it starting. I've never used the choke. Once you start it once, you won't have to prime again unless it sits for a long time. Just pick it up and pull, if it didn't start, prime once and pull again. Again, as far as I've ever been on a restart.
Even sitting for months in the garage, I prime twice and pull the cord and it starts first pull.