My nipples are so sore!!!!

My son is 3 weeks old and I've been patiently waiting for the pain to go. They dont seem cut or cracked but feel red raw I cant touch them and if I knock them or material brushes them its agonising. When baby latches I have to bite down for 10 seconds until the pain goes. The pain started after a few days yet everyone I've asked has said the latch looks great and he just has a strong suck! I've tried all sorts of creams, he wont latch for more than a few seconds using a shield. Basically I'm looking for reassurance this will get easier not worse? Anyone else feeling like this or is it just me?