It is individual choice. I don't disagree that paying someone else can be a valuable thing. However, you can't just hand your own social media over to someone else and expect a load of sales to come in. People naively think that's possible but unless you are willing to have some active involvement in your own social media channels then there's no point in having them. If you have a product to sell but want nothing at all to do with the marketing, then you only have one choice, which is to sell the entire rights.

As for reading a book, I have literally had clients that haven't even known how to post a photo on Facebook, and are too scared to try. They are paying for the continuous support they are being offered. I believe that, as long as people are receiving what they feel they are paying their money for, then coaching still serves a valuable purpose. For some people the human interaction is extremely valuable.

But, if reading a book on how to market yourself on social media is how one prefers to learn, then obviously coaching is a waste of money for them.