You're going to like this…
“Framing” is how you set the stage for what comes next in a given communication. It is, in essence, what you say before you say what you want to say.
If you start a conversation by saying, “You're not going to like this…” your message will be received in a certain way.
It will be responded to in a certain way. A different way than if you had started the conversation by saying, instead, something like, “This is really important.”
It might be useful to examine the way in which you routinely frame your conversations.