I have been writing lyrics to songs for about 17 years now and people generally say I am quite good at it. Most of the time I thought lyrics did not matter to people, but even though MOST lyrics don't matter to people, GOOD lyrics will make a huge difference. Good lyrics are ALWAYS lyrics that the listener can relate to in an emotional way. That's why cheesy songs like "Hey there, Delilah" by the Plain White T's work so well (for the record: I like the song and think it is well done). When I look at my new record, I notice that I have still employed clever wordplays and cynicism, but a lot of the tracks have a lot more emotional lyrics than they used to. And people love that!
My favorite example is from a concert I played in the UK. I have a song called "Vanish" (a poppy uptempo ballad) and it's a crowd favorite. Most of my gigs are powerful and dancy and I am aggressive and cheerful at the same time, but this is usually the "breather". To cut a long story short: I announced the track spontaneously with "This next song is gonna be a bit slower ... and guys, if you have a girl with you, hold her close and hope that this song doesn't happen to you!". To this day it still gives me goosebumps seeing 1500 eyes go *really* big and the crowd hushing and every dude I could see hugging his girl. I have also never before received so many messages on myspace regarding a concert/song.
Although it may be sappy and although I am not saying that one should be writing boy/girl songs all the time, the power of concrete, emotionally appealing songs, addressing emotions from love to anger to fear to pressure to whatever, is SO much bigger than any "corpsefucker"-deathmetal or "silver linings in the sky of hope"-wannabe-philosophical lyrics. The problem is: they are much harder to write, which is why most lyric writers resort to the easier way out (I sure was guilty of that for a long time).
Obviously it helps to actually be an emotional person, but if you want to get really good at writing lyrics, read some books about the topic. Great ones that come to mind are:
[ame]http://www.amazon.de/gp/product/1582970645[/ame]
[ame]http://www.amazon.de/Tunesmith-Inside-Songwriting-Jimmy-Webb/dp/0786884886/ref=sr_1_3?ie=UTF8&s=books-intl-de&qid=1209550743&sr=1-3[/ame]
[ame]http://www.amazon.de/Steps-Songwriting-Success-Comprehensive-Marketing/dp/0823084124/ref=sr_1_2?ie=UTF8&s=books-intl-de&qid=1209550771&sr=1-2[/ame]
The last two dealing with songwriting as a whole, too ...