Great typography is a state of mind. It comes with experience and knowledge. You can gain a lot of knowledge (cut the learning curve) by going off of other's experience. One important way that you can do this is to just study typography (and graphic design) everywhere you see it; in print, tv, ads, brochures, flyers, posters, signs, entertainment packaging, billboards, books, the web, etc... And here are Top 30 Photoshop Text Effect Tutorials which might help you to get inspire and learn some tips. Enjoy!