My son is 4 days old and we are exclusively breastfeeding, but im already sore and cracked. I dread every time he wants to be fed because i am in so much pain and on the verge of tears trying to get him to properly latch. I have flat nipples that are short when erected and big areola. If anyone has any advice on how to make the pain go away other than using lanolin and gel pads please help me. I exclusively pumped with my first son because i couldnt get him to latch and i feel like a failure. Please help me, ive already tried seeing 4 lactation consultants and i still cannot get a good latch the first try that doesnt make me cringe in pain.