Painful/ sore nipples!

I had my baby a few days ago and I have chosen to breastfeed. This decision of mine seems difficult to keep because my nipples hurts like crazzyyyyyyyyyyy even when I am not breastfeeding. I was told to try pumping, which I did. I bought the electric breast pump. The pain when pumping is out of this world! Makes my nipples swell too. I always cry when I have to breastfeed my baby. Help please?! What can I do to ease the pain??