[mcgarrett]

When my '40 is cold, I always pump the accelerator 2 or 3 times and pull the choke out all the way before pressing the starter button. Pumping the gas pedal squirts fuel into the manifold to get the fire going and full choke helps enrichen the mixture until it begins to warm up, but don't leave the choke fully closed for too long - you'll notice the engine will start to "load up" with too much fuel. Listen to your engine...it will tell you what it needs.