Struggling to explain what a life coach does

I’m fairly new to life coaching and am trying to grow by business while also working full time as an educational administrator. When people ask me what a life coach does I get stumped and am not able to clearly articulate the full value of life coaching. I usually say something like coaching helps to reframe our thinking so we see new possibilities and ways of being that prompt us to take action to get the results we want. I have received some comments that it all sounds fluffy. I need help with my belief about and how to articulate the power of coaching.