Even the "veterans" have cycles where they don't win (I am going thru one right now!).It can be discouraging ,but it's the nature of this gig.So you have to be willing to push thru it and still keep trying in hopes the tides will turn.
It isn't an arena for everyone. I think some people think it's an avenue for easy money..but that is far from the truth.You have to be patient,committed, and realize you are not going to be successful in winning far more than you will be successful.
Every CH is different and looking for different things.Often there are hundreds and hundreds (if not over a thousand) names they are sifting through. So good names and even great names often don't make it,as in the end,there is only one name chosen.
There is somewhat of a learning curve..and you will find usually if you have a knack for it..you will get better in figuring out what names are better than others, and start being successful.
But it does take hard work and like Laura says,realistic expectations.
Best of luck!