Re: 73 model 65 horse Johnson Q?
It sounds like you're having a problem getting fuel to the cylinders at first... but after once starting, the fuel is there so the engine starts fine after warming up.
Remove the carburetor face plate to see if the choke butterflies are actually closing when you engage the choke toggle switch.
If they do not..... check to see if the ignition switch has been replaced with the "push to choke" type ignition switch (key pushes in), and if so, push the key in to see if that causes the choke butterflies to close.
The initial choke lever if you're speaking of the small lever attached to the control box, has nothing to do with the choke. That is a idle warm up lever that simply advances the throttle slightly without putting the engine into gear.
Proper cold engine starting procedure is:
1 - Pump up fuel primer bulb until it is hard.
2 - Raise the idle warm up lever somewhat.
3 - Turn the key to the START position and ENGAGE THE CHOKE... keep the choke engaged until the engine fires and starts.
4 - Release the key to the RUN position and lower the idle lever as the engine warms up.