How do I create a flare on text (example included)

Hello all,

Thank you in advance for any help. I see a lot of book covers with cool light flares on the text. I've been trying to figure out how to do this, but I can't find any tutorials to match (I'm probably not searching the right terms). So I thought I'd post a sample of what I'm trying to do here and hope someone can give me some suggestions. I'm only posting a snippet of the covers because they're not mine.

I know how to do the beveling. What I'm looking for is the actual flare that you see on the "O" and the "L".

Any suggestions?