I actually beg to differ a little bit. I have very sensitive nipples and breastfeeding did hurt me a lot. I got blisters and they did bleed before they toughened up. I think it's important for people to be realistic about how it CAN feel for some and that despite proper attachment it can hurt.
If it hurts to feed your baby it may not be attached correctly but you may just be one of the ones who feel the pain.
A few girls I know were told it wasn't going to hurt and were shocked and thought they were doing something wrong which led them to giving up and FF.
It only took a couple of weeks for mine to stop hurting and now, 19 months later we are still BF and it is such a joy and well worth the initial pain!!
I agree. I was attaching my son correctly ( mw said so) yet I was still sore for a couple week just that initial first suck.

another thing I do is to express a little colustrum and rub that around the nipple area. just when I remember no set routine