Try putting some cat nip on it. Some cats like the scratching posts, and some cats prefer the card board ones, the kind that they sit on and scratch. I have one cat that won't touch the vertical scratching posts, but loves the cardboard ones.
Squirt bottle and a firm NO. Make sure you always use one word, we use NO, and not just random yelling at them, they will never understand that, but if you use the same word when they are doing something wrong, they will learn faster. My one cat that does scratch, on occasion, we just had to put him up in a bedroom when we were not home to watch him. This particular cat knows that it's bad to scratch the couch, but he still does it, on occasion. It's funny, he seems to do it to get our attention. We say NO loudly, and he stops right away, but he will still do it if we are paying attention to one of the other cats. He's a little brat. When he was little, we had a squirt bottle with his name on it in every room. Now, we don't really have to use them, but we did when he was still young and learning.