I have been using Medela pure Lanolin ointment. Same with Matty, it doesn`t help with the soreness but I haven`t got any cracked nipples yet. Also, Matty, was your combo cream for the soreness? Where did you get them? I can send my husband out for a hunt the next time he goes to HK.
I watched the website videos recommended earlier on this thread and have applied some of the ideas, like better positioning, having my baby search for the nipple (which is hilarious), and my favourite, using compression. I think I must have also had a slow stream of milk. I have found that with using compression, I have heard more swallows, he has fallen asleep less and has been more able to nurse on the other side directly (but not all the time).
My nipples still really hurt, but mostly for the first few minutes, particularly as my son is in search of a good latch, and if he is somewhat successful, most of the pain will subside after that.
I also wonder if I have particularly sensitive nipples (which worked out well for me before the baby came

).
Breastfeeding has always been my #1 mission for my baby, so I`m very pleased with the small progress we have made. I hope I can talk like you other ladies who overcame your BF problems.