When we ask we are owning our needs. Asking for love, comfort or understanding is a transaction between two people. You are saying: I have a need. It's not your problem. It's not your responsibility. You don't have to respond, but I'd like something from you.
This frees the other person to connect with you freely and without obligation. When we own that our needs are our responsibility we allow others to love us because we have something to offer. Asking is a far cry from demanding. When we demand love, we destroy it.