It's either wiring or mechanically jammed. Check the wiring first as it's easiest. If that's not it, take it to pieces or set the choke permanently off for now and warm it up a little when you start it.
The electric element often burns out (like a light bulb). Is it getting hot when you turn the ignition on?
They often are, doesn't mean it doen't work. When I warmed it up to check the timing, the choke took a while to come right off, but it did, and of course I wasn't trying to drive it. Perhaps it's been over-adjusted. I was going to type out adjustment, but you have a Haynes?
saying that when i had problems keeping it running a while back i recall adjusting it , i will read up now
I had a floppy connection to the choke element. It would work sometimes and mostly when I filddled with it it worked for a while straight after. In the end I centre punched the rivets in the element especially the one holding the terminal on to the element and the problems stopped. Then I got fed up with the sticky choke flap (bent bush on choke spindle) and air leak on the throttle spindle ( worn bushes )... So I bought a Weber progressive , a wideband AFR meter and a bag of carburettor jets..