The housing and the choke coil have index marks on them. The black coil will have a single arrow, and the housing will have something like this iiiiiIiiiii (no, not letters, index marks)
Don't "wind" the coil. Insert the choke arm in the eye on the coil, and align the arrow on the coil with the big index mark in the center of marks. This is a good starting point. Tighten it down, run it and check if the choke kicks out properly. Adjust as necessary.
Is this on a boat?