Self cert in a lot of instances is a matter of you saying YES i can afford the payments 'I certify that payments of X per month are affordable' in a lot of instances employers referances or for self employed sight of accounts will not be required.
IFA's dealing with mortgage cases day in day out know which lenders to place your application with and the lending criteria required in order to gain the most favorable outcome for your specific circumstances.
As with all cases each application depends on the specific circumstances of the client, whats right for you may not and is not likely to be same as it is for the next man.