I think a lot of it is practice.
I realised that if I put anywhere near the same effort into it as I do to my bass playing in terms of reading, analysing the work of lyricists I like, and looking critically at what I write, it would improve a lot. I don't think people approach it with the same seriousness as they do their instrument, I certainly didn't... Hey I can talk, been doing it for years, I must be able to write... Lol... Nope!
Throw things down though, then go back to it. There'll be parts where you like what you're saying, but not how you're saying it, just think of another way to say it. Then there'll be parts where what you're saying sounds flowery, patronising, preachy or just stupid, again just try to rethink it.
Be prepared to change things again when you hold them up to a song. I've had to make changes because some words, or combinations thereof, don't sound good when sung.
Don't be too hard on yourself though, remember that there are some really great, successful songs out there with some awful lyrics ... Stupid words, terrible rhymes, but for some reason they strike a chord with people. That's probably another thread though.🤣