In situations where my flash is too bright, or is producing sharper shadows than I want, I will often use a business card or a receipt from my wallet as a flash diffuser (rather than using it as a reflector as mentioned in the question).
A receipt printed on thin paper and held over the camera flash will reduce the apparent flash intensity some, and a (thicker) business card will do it even more so.
The farther the paper is from the camera flash, the softer the flash lighting will be. However, if it gets too far away, the flash may be able to escape past the edges of it and still hit your subject, which is probably not what you want.