Asking someone for help can feel like a burdensome request. Asking for a helper tells the other person that you respect their expertise, flattering them into agreement.

That's just one example of turning "options into identities," says Jonah Berger, a marketing professor at the Wharton School of the University of Pennsylvania. It's a "really simple" trick with a big impact, he adds: Requesting helpers instead of help, for example, can make people up to 30% more likely to act.