You might try using a bounce attachment like a Lumiquest ProMax, Lumiquest big bounce, or similar. (You can make a home-brew version out of white poster-board for a few pennies - I've seen patterns for one on this forum in the past.
These attach to your flash head. You point the flash straight up and then the bounce attachment sits at a 45 degree angle and throws soft light forward. For macro, you can tilt the flash head forward slightly to throw the light down onto close subjects.
Other people have also had good luck attaching a cut out piece of a white translucent milk jug to the front of the lens. They fire the flash into the milk jug plastic and it spreads the light over the subject. I just acquired a plastic milk jug and am planning to try this myself.
Finally, you can try a macro flash bracket. I have the Manfrotto dual flash bracket, which is reasonably priced. You'd need an off camera flash cable for this option (an SC-17, SC-19, or the newer version (SC-29?) - any of them would work.
Balancing subject light with background light is tricky. The closer the flash is to the subject, the faster the light falls off. If your flash is 1 inch from your subject, then a background 1.4 inches away will get a full stop less light than the subject. If the subject is 1 inch away and the background is 2 inches away, the subject will be TWO stops darker.
I like using 2 flashes on my Manfrotto bracket. One flash is further from the subject, and does a better job lighting the background. Here's a picture of one of the rigs I've used:
Duncan C
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dpreview and PBase supporter.
http://www.pbase.com/duncanc
My macro gallery:
http://www.pbase.com/duncanc/macro_pictures&page=all