It's the oldest, most obvious technique. There's no way around this one. Invoking a passion for learning within your child is one of the most helpful things you can do for your child. They simply need to learn to love reading.
If reading a book is very difficult to get your child to do at first, maybe the right book about the right interest of theirs at the right time is right first step.
Mr. Rogers likes to quote an old Quaker saying, "Attitudes are caught, not taught." Helping your child learn to like to reading is about integrating reading into the normal flow of both your and their lives. Read with them every night before going to bed. Visit the library routinely to explore books. Maintain and grow a home library. Remove high-stimulus/ low substance distractions from their life - like video games, TV, and movies.