Lighting is really important. Having a good camera makes a huge difference, the difference between most point and shoots versus a DSLR camera is amazing, but that said I have seen and taken some really good photos with a cheap p&s as well.
Putting it on the macro setting seems to help.
It's something you'll have to toy around with, some pictures come out better with the flash and some don't, also depending on the camera and ambient light. It usually takes a lot of pictures to get that good one, so don't be surprised if you take dozens and end up keeping only one.