Go here and learn about your engine. Your engine likely has a primer system and the choke/run switch would not be the proper setup. With the key turned on (engine not running) push IN on the key and listen carefully for a click at the engine. If you hear that click, you have a primer system. If no click is heard, it may be the primer system is not functional. With a primer system here is the proper COLD starting procedure.
1) Squeeze the primer bulb until firm.
2) Set the fast idle (this varies depending on the control box). Yours probably has a button in the middle of the lever where it pivots. Push that button and then push the lever forward about half way. This disengages the shift mechanism and allows fast idle in neutral.
3) Turn the key to START while pushing the key IN.
4) When the engine fires, release the key.
5) Be ready to bump (push in) the key momentarily if the engine begins to die. Don't wait for it to die. Just a quick push will keep it going.
6) Slowly pull the throttle back to a slightly fast idle until the engine is warm. Then all the way back to neutral. This engages the shift mechanism again.
7) Go boating.
For warm starts it is always a good idea to use a slightly fast idle setting. Warm engines need air. How much or possibly none at all depends on the engine. YOu need to experiment. Once warm, you should not need to use the primer.
http://forums.iboats.com/forum/engi...084-97-120-force-does-this-motor-have-a-choke