How to Deal with an Insincere Friend?

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The world is beautiful and it looks more beautiful if your friend is what you have ever wished to be.Having wonderful friends is one of life's blessings.They stand with you through thick and thin.But I want to ask you all my friends that what if your dearest one hurts you emotinally? I had many such a friend and I learned a lot from them.Now whenever i have to deal with such a friend. i simply sit with him/her and start taking heart-to-heart.Explain how much his/her insincere action hurt me.often, a dishonest person doesn't realize the hurtness... how you deal with such a friend? share your thoughts.