Nipples in Pain!

I'm really trying to breastfeed but my nipples are so sore, I literally cried when my baby tried to latch on. I can't even let water fall on them in the shower...I have a nipple shield I started using to get my baby to latch on...I have also been pumping. I have the Honest nipple balm I use but feel like it does nothing. Anyone have any tips? What can I do to help this?