Just a couple to begin with:
1. For a long driving hole, the further the drive goes the wider the fairway. Think of carrot and stick!!
2. Always give the player at least two options per hole. The safe, low risk, low reward option and the high risk, high reward option. EG: big drive to get over the lake and a short iron to the green or lay up short of the lake leaving a longer second.
Please add to this list!!