How to deal with "People" who don't listen

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How do you deal with people whether they are family, friends or co workers who don't listen when you talk? I've starting talking about things going on in my life only for the conversation to get turned around to things in their lives. It makes me feel as though what I'm dealing with is unimportant. It is quite hurtful and I don't know what to say to them when this happens. The sad part is that it happens daily. Do I just keep things in and not bother sharing anymore?????