Place the post in a room where your cat spends a lot of time. Cats often like to stretch and scratch when they wake up from a nap.
To introduce the post to your cat, try using catnip as a lure. (For most cats, a lure is unnecessary, but fun.) Rub catnip onto the sisal material and call your cat over to the post.
Scratch your nails along the surface of the material. This will attract your cat and, at the same time, teach him where to scratch.
After your cat begins to scratch, praise him and give him a food treat. (Small kittens can be trained to climb the post by showing them food treats and placing a treat at the top of the post.)
If your cat has already been scratching a piece of furniture, place the post directly in front of it. Temporarily cover the previously scratched areas with Scratch Buster Strips. This will help redirect your cat's scratching activities to the post.