Songs either connect with the listener or they don't. When two people hear the same song, what makes one skip to the next track, and another drop what they're doing? And what could the songwriter do to affect this situation? Identify.
When I think of the songs that I truly enjoy listening to, I realize that the reason I love them so much is because they identify with me. They speak into my life, my situation, my relationships. They are the lens through which life makes more sense. We all want to go through every day with a soundtrack playing in the background. And we as songwriters have the honor of writing these songs for those around us.
So how do I identify while writing a song? Keep the listener in mind. It's as if the initial time a listener hears the song, they are going on a "first date" with the melody and lyric. If the song only talks about itself without asking the listener any questions, do you think they'd look forward to a second date?