Running services with keyboard shortcuts has a 0.5 second delay

Question

I've created app launchers for certain apps in Automator and assigned keyboard shortcuts from the Keyboard Preferences menu.

When I use these shortcuts I get a 1/2 a second delay. It seems like it's using the menu Services sub-menu to run the script and that seems to cause the delay.

Is there any way to circumvent this and run it immediately?

Thanks.