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From Derek Rowntree's Preparing Materials for Open, Distance and Flexible Learning. (London: Kogan Page with Institute of Educational Technology, Open University, 1994) 13.

Clearly state objectives

Advice about how to study the material

User-friendly, "You and I" style of writing

Shortish, manageable chunks of learning

Fewer words than usual per screen

Plenty of helpful examples

Illustrations used where they are better than words

Headings to help learner find their way around

Links to other sites when appropriate

Exercises that get the learners to use the material

Feedback to help learners check their own progress (e-mail, grades)

Suggestions about getting help from other people