To apply cologne effectively, start by spraying or dabbing the fragrance on pulse points such as the wrists, neck, and behind the ears. These areas generate heat, which helps to release and enhance the fragrance. Start with a small amount and gradually build up if needed, as you want to avoid overpowering the scent. Avoid rubbing your wrists together after applying cologne, as this can alter the fragrance molecules and diminish the scent's effectiveness. Remember, less is often more when it comes to applying cologne.