For me, there are 4 key words to use when describing how coaching works:
Awareness - Sometimes we don't know what we don't know, and can't see the wood for the trees. A coach can enable you to gain new insights about yourself.
Focus - We often don't take time and space to think nowadays, and reflect on what is really important. Even if we do, we still aren't able to do it objectively and it can get a bit muddled. A coach help you set out your thoughts, priorities and ideas clearly and logically so the mist lifts!
Responsibility - Realising that we have huge amounts of choice can be massively empowering or paralysing! But ultimately we are the person who needs to take charge and make things happen for ourselves. A coach can enable you to realise where you need to take responsibility for own your behaviours and outcomes.
Commitment - Talking about stuff is all well and good, but actually taking action is where the real benefit happens, so coaching is always about agreeing actions and commitments to change.