When a helo turns during cruise, if it turns in the same direction of the advancing blade (i.e. advancing blade anticlockwise, turn to the left), that section of the rotor has further to travel, being on the outside of the turn. Therefore the speed of air over that section of blade increases and consequently, so too does the lift. If nothing is done to compensate, the helo pitches up and so the pilot has to pitch it in the opposite direction to maintain IAS.
Vice versa for turns in the opposite direction.
[Someone is now going to tell me that even though the lift vector increases, drag increases at the square of velocity and so the controlling factor is drag and so the effects are exactly the opposite!!!!].
