try twisting the cooler easily before you pull it away and another great tip is to not use the stock crap that comes on the coolers , Get some Artic Silver 5 or someting close and use it instead. Better tranfer of heat w/AS5 and less of the OMG the CPU came out!!!
Hers: ASUS Maximus V Gene / i7 3770K / Swiftech H220 / 4X8GB Corsair Dominators / ASUS GTX660 / Corsair AX-760 / Windows 7 64bit / Fractal Design ARC Midi R2
Test: Gigabyte Z68X-UD4-B3 / i7 2600K / A lot Of Coolers / Ripjaws Currently / HIS HD7950 IceQ Turbo / Silverstone SST-ST85F-G / Windows 7 64bit / InWin D-Frame Limited Edition