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First-time nursers tend to be surprised to find that in the beginning nursing does hurt. If it hurts (as a new nursing mother) beyond the first few seconds though, it is likely due to improper latching. For the first week or two your nipples must adjust to the strain. Many suffer chapping. You can use products like Lasinoh to ease the discomfort, but make sure to get through it. You will get over this hump and find that once you are used to it, nursing is pleasant for you and baby.