[rixatrix]

I heard a good tip once - hold the bar closer to your head. This forces your shoulders back, giving you more fleshy areas to rest the bar on - anywhere from just below the nape of the neck to the tops of the shoulders is fine. Whatever is more comfortable.

Personally, I like the bruise the bar gives me. And when people ask, "Oh my gosh, what happened?" I just say, "You couldn't handle it if I told you. Don't worry about it."