Quoting snglemama:" <blockquote><b>Quoting Amanda(::</b>" Day before yesterday DS went into an eating ... [snip!] ... likely he got lazy with his latch. Make sure he's opening wide enough.. Then even with frequent bf.. You shouldn't get sore"
Her baby's not a month old yet...it took my nipples a good 6 weeks to get toughened up.
OP, just keep applying the lanolin liberally and stick it out and soon it will be painless.
Of course a bad latch can definitely hurt so make sure he's really on there!