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Turn clockwise or counter-clockwise? It depends on the radio. The way it has the furthest to turn is probably the wrong way. The logic follows that there should be less room to turn it up as opposed to down as modulation is typically factory set above 50% of the potentiometer adjustment value. Make note of the position prior to making an adjustment. It will not turn more than 360 degrees (it is not multi-turn) and you will likely not have far to turn it before achieving maximum modulation. Turn clockwise or counter-clockwise? It depends on the radio. The way it has the furthest to turn is probably the wrong way. The logic follows that there should be less room to turn it up as opposed to down as modulation is typically factory set well above 50% of the potentiometer adjustment value. In fact, it will typically be turned over three-quarters of the way at about 85% relative modulation. Make note of the position prior to making an adjustment. It will not turn more than 360 degrees (it is not multi-turn) and you will likely not have far to turn it before achieving maximum modulation. Increased modulation is typically desirable, however, maximum modulation is often counterproductive. Turn it up all the way and then back it off just slightly.