When writing music, keep it simple and keep it personal.
Many songwriters make the mistake of trying to be too grandiose in their lyrics or they write about things they don’t know much about. Stick to what you know.
Sometimes ordinary life can make for extraordinary stories - and lyrics.
Think about what attracts you most to a particular song. If it is the lyrics, then you must have related to something in the song to make that personal connection. Chances are that something made you recall a particular feeling, thought, experience. Whatever it was, it was personal.
Keep song simple. You are not likely to connect with your audience using 25 cent words - unless your target audience are high school English teachers.
Write your lyrics in short thoughts told as if in a conversation. Your audience will better understand and be able to relate to your words.
Being unusual is good to an extent. Too weird and you alienate your audience. The point of songwriting is to make your music the most accessible.
Listen to a lot of music and think of creative ways to emulate the aspects of songs you like the most. That’s not to say you should copy anyone’s work. But listen to songs with an ear for inspiration and learn from the songwriters you admire the most.
Joining a writers group or an Internet forum that discusses writing topics is a good way to get critical feedback on your work as it develops. Don’t underestimate the gain that can come from peer critiques.