Very important is text object. It is much much easier to make metallic surface when object has rounded edges. On those rounded edges nice reflections. Creating such text object in MAX is very easy, start with standard text shape, and then apply Bevel modifier to it. Below you see sample bevel settings.

A few words about these settings:
Curved Sides is one of most important here - it produces rounded edges on beveled object, but you have to increase Segments if you want this feature to work. 2 or 3 segments usually is enough (remember that each segment increase polygon count). Generate mapping coords is also useful, using it you won't have to apply UVW Map in future. Keep Lines From Crossing option is very useful. If you apply too much outline your object will screw up and look like shit ;) When you check Keep lines... MAX will prevent text lines from crossing and destroying the mesh, but use this feature only when you really need it, because it is very hard one for CPU. In Bevel Values section you must find proper height and outline values yourself because they are different for different texts (depending on size and font used). Avoid fonts that are very thin like Arial or Times New Roman, use bold characters.

If you have good setting for bevel you should have text mesh similar to this one:

Now, as for all materials you must setup your lighting. Metal is highly specular and it looks better if you use a few lights which will produce nice shiny surface. Here you can see how I set up my lights:

I used one strong spot light and four much darker omni lights which will produce speculars on text's surface. You can point the omni lights manually or use Place Highlight tool which is very easy and fast way of aligning your lights. Just create one omni light, clone (instance) it a few times, then select 1st light. Click Place Highlight icon and then click on text's surface in place where you want the highlight, then select next light and repeat above steps until you set up all omni lights.

Now it is time to make metal material. Use metal shading, bright diffuse color and very high shininess. Below you can see sample settings.

Now apply Raytrace for Reflection map. Almost all default settings are ok, but metal surface need also some bitmap reflections, not only raytrace map. These bitmap reflections fake real world reflections where object is surrounded with hundreds of other objects. For the bitmap reflections use some bitmap with many gradients or landscape photo (for metal gradients are better). Bitmap like the one below is ok, but if you don't have suitable bitmap you can also use noise procedural map.

Apply this bitmap in raytrace map properties in background section.

After you make text mesh, adjust lighting and material your rendering should be similar to this one: