Most force ignition systems use the "Push in" style ignition switch to activate the choke. Hence, you push in first and while holding down, turn to "On" and then to "Start" to crank it over. Make sure you follow standard starting procedures.
1. Press primer bulb until firm
2. Place control lever (remote throttle) in high idle position
3. Push in ignition switch to engage choke
4. Turn to On and then Start, for about 5~8 seconds.
5. If engine starts let go of the choke. Otherwise, if engine only "coughs" let go and place switch back to off.
6. Re-start without engaging "choke" to see if engine starts.
The carbs can easily flood with the choke being activated. Usually, choke only once or twice at the most.
Make sure cooling water is always connected while running motor even for testing only.
As soon as motor starts, warm it up for about 20~30 secs and you can put the idle back to normal.