1.) It's user friendly. Self-Coaching from its very inception was designed to minimize the dependency of a patient on his or her therapist.
2.) The concepts make common sense. You don't need a Ph.D. to understand what's going on and what you need to do to progress.
3.) By treating anxiety, depression, and emotional struggle as habits, you eliminate the need for endless interpretations. You learn what you're doing that feeds these habits and what you can do to starve them.
4.) By learning specific exercises that require active practice, you actually restructure your brain. Old brain-habits are neutralized (unlearned), and new positive habits are established.
5.) Insecurity and Control. Once you understand that insecurity is the source of your suffering and trying to compensate by controlling life is your remedy, you will begin to see that anxiety, depression, worry, compulsion, phobias, and even addictions are all feeble attempts to ward off vulnerability in a world where self-trust, confidence, and hope have been compromised.