Turn it to the opposite direction that the rotor rotates.
Rotor Under Cap Spins: Clockwise
That is because of the way the gear on the distributor and camshaft is tapered. If you turn it the other way it will pull the camshaft towards the rear of the engine. That is all normal. When you put it all together it won't do that.
clockwise
if you're looking down at the distributor it rotates clockwise while running.
There is a notch in the distributor housing. It can only go one way.
Standing in the front of engine it will turn clockwise.
Clockwise. The 72 Chevy 350 engine did not come stock with a HEI unit. No matter, the rotor still spins clockwise.
Clockwise.
The crank for a 350 Chevy turns clockwise or to your right if standing in front of the motor .
The cap doesn't spin at all. The rotor turns clockwise.
Counter clockwise to advance.......clockwise to retard