Sore nipples are unfortunately a very common experience in the early days and weeks of breastfeeding. What is even more unfortunate is that many women believe it is something that they just have to live with and that it will go away on its own at some point. Sore nipples may be common, but should be taken as a warning sign that something is not going right. Breastfeeding is not supposed to hurt! Most often, nipple pain and soreness can be alleviated with improved positioning of the baby for latching.
I have created a video to walk you through the steps of positioning your baby in the cross cradle position. The cross cradle position works well for babies from birth through 2-3 months of age and is a position that I, and many other lactation consultants, have found improves latch and minimizes or eliminates nipple pain for most women. If you have sore nipples, and this position doesn't improve things for you substantially, then I would suggest you seek help. There are other factors that can contribute to sore nipples, and someone with experience assisting nursing mothers should be able to help you get to the bottom of what is causing your discomfort.