tone and voice
How you write something is more important than what you write. What good is having all the knowledge in the world if it cannot be shared? Having a good tone and voice is key to becoming likable. Companies like Slack do a magnificent job at conveying likability.
Tone and voice is an abstract concept; talking about it mostly hits the superficial level, the how of things. Framing is more integral to the message in that it is the actual message itself. When you convey information, there's a certain frame attached to it. What is the goal you're trying to achieve with the information you're sending; what is the feeling you're trying to invoke? Framing is staple to language, and recognizing the frame someone is using can lead to a sharper understanding of someone's message.