Is your LO latching OK? What helped me was seeing an LC. She was able to help me get my baby onto a good latch as she would tug and what felt like she would bite me. It was all because her latch was horrible. She would pinch rather than open her mouth for a comfortable latch. In the beginning, it definitely hurt and was frustrating, but just hang in there! It really does get better and easier. If your nipples are sore, a great way to heal them is just to express a little milk and rub it into the nipple. BM healed mine amazingly! Didn't have to use any other creams. Good luck!