Haakka too much suction?

I use a haakka and afterwards my nipple is in pain and feels like my nipple is being turned inside out! ouch!! it hurts so bad, then it goes away. Sometimes, my nipple looks purplish or like it has a hickey on it.. I'm applying it like its supposed to be, so it stays on and I dont feel discomfort when I attach it, not until afterwards is when it hurts.. is this normal?