I've always done exactly as described by Jim Sears untill I rebuilt the Rochester B. Now I Never pump the gas first, even if it's been setting for two days and it's -10. I pull the choke knob out all the way, hit the starter and it starts right away. I emmediately push the choke knob almost all the way in and it's good to go. I think the proper starting procedure is what ever works best for the engine. You want to let the engine start, you don't want to force it.
