When you hear tips, do not think that this is an easy step. Tips can only help you to get an idea about the 30 sec ad. Before creating any ad the basic thing one should need is the understanding of the product they are going to make an ad on. Without a basic understanding of the product, you will not able to create an ad that can reach to the audience, instead, it will adversely affect the product.
Try to connect with the audience with your voice, tone and showing empathy. Remember that in a radio ad, people connect to you through what you say, not through vision. For a 30 second ad, the major thing you need to understand is you need to tell the story in at least 28 seconds. So create a script that can show the value of the product in simple words which should be transparent to the audience.
Try to make the script direct rather than making it confusing for the audience. Your tone plays an important role in the success of the ad. If people feel like you are simply reading out from a piece of paper, it will not create any hype for the product. Use your tones in such a way that in that 30 second you can take the audience to another world.
For a radio ad, natural stories are the best scripts rather than fiction and fantasy stories. For these stories, vision is more important. Remember, you are presenting a product in your words in front of the audience. They should get attracted to what you are saying and should wait for what you are going to say. If you are successful in creating a 30 seconds ad and if the products reach the audience, then you can consider yourself as a successful ad writer.