With both of my kids, the nipples were sore and cracked for a couple of weeks.
Make sure you are releasing the latch by sticking your pinkie in your child's mouth to release the suction BEFORE removing the child from breast. Always make sure s/he opens her mouth vs dragging the nipple out.
Express a little milk on your nipples after feeding and let this air dry. Breastmilk has lubricant and anesthetic qualities, so doing this will keep your nipple from sticking to your bra and will help heal any chaffing from the sucking.
Get some gel pads to cover your nipples. There is a type by medela called "smoothies". I loved these refrigerated!!
If you are cracked and bleeding or your let down really hurts like needles or either you or the baby had antibiotics in the hospital, you could develop or have developed thrush. That sweet milk is delicious to yeast. If you aren't healing, talk to your pediatrician or lactation consultant (or send me a private message) - as you might need to use an antimicrobial lotion on your nipples between feedings. (Sounds weird, but you'd spread miconizole cream - yes, the active ingredient in monistat and athlete's foot cream - on your nipples after every feeding. Your pharmacy might be able to advise on this as well.)
If the pain is too much, and especially if you have bleeding or cracks, pump every other feeding or for a day or two until you feel better. You can't continue nursing if it hurts, and you need to figure that out and then worry about nipple confusion, etc. I had to go as long as 4 days just pumping and feeding my daughter from a bottle in order to heal, and we had no resulting issues with nipple confusion.
I swear this becomes pleasurable in about 3 months. It will stop being painful after 2 weeks from birth.... All of that seems like so long when you are in it, but it goes by fast, and you'll be so happy if you keep it up. And if you can't continue to breastfeed, you'll be happy, too.