Either something didn’t resonate (which is rarely the writers fault – you can’t please everyone), or the story in your head got lost in translation – which is your fault. You’re the translator, after all.
You’d be surprised at how frequently people see something you didn’t intend, or more likely, how rarely they do.
Regardless of the reason, rejection gets easier, but I doubt anyone would ever say it’s a ‘woohoo’ moment (even if you’re involved in some sort of competition to get you submitting – the more rejections, the more proactive you’re being as a writer, after all).
It’s hard not to be precious about our writing, but you can reduce the angst by writing more stories and sending out. That way you’re not pinning your hopes on one – you’ll have dozens out there carrying your dreams of publication.
Don’t consider trunking a story until it’s had at least fifteen or twenty rejections either, and probably not even then. You cared enough to write it, so there’s always going to be something magic there.
Put the story away for a while if you need to – you’ll see it with fresh eyes when you return to it.
In the mean time, write more stories and keep sending them out. Sooner or later, you’ll hit a mark. Lots of marks, hopefully.
Here’s some more great advice on Dealing with Rejection:
“Expect rejection, and when the rejection letter comes, put on your thick skin and send your story out again. Then sit down and feel the pain, and because your baby has been sent out again, feel the hope. Keep writing.” Cora Foerstner
“Rejection is part of the process and your work will not be right for everyone, no matter how good it is. Keep multiple queries or submissions going out, so you don’t have all your eggs (and hopes) in one basket.” Maer Wilson
“When I experience rejection, I consider that all the big authors have five star and one star reviews, so we should expect it too. And, when it’s your baby…remember, it will be a big and strapping young thing one day that can handle itself.” James Steven Clark
“That first rejection might hurt. Even the second. But by the thirtieth, or one-hundredth, it’s like water off a duck’s back. Doesn’t bother you so much. Trust that this will happen and don’t let the fear of rejection stop you.” Vanessa MacLellan
“Before sending off a submission, always know where you’ll be sending that story next should it get rejected. Having a back-up plan before you receive a rejection will soften the blow.” Zena Shapter
“You most likely won’t win the book lottery. Margaret Mitchell, John Scalzi, and others who have managed the almost impossible, partially got lucky, but they had the book that made it possible for them to get lucky. So if you’re getting lots of rejection letters, look to reworking your book, or abandon it and move on.” Gerri Lynn Baxter