You can't just force someone to like something, that's why most elementary kids hate pagbaba because it's forced down their throats. You can give payo and recommendations, but you can't make anyone do anything. d:
You can't make anyone pag-ibig anything, but you can encourage people to read sa pamamagitan ng recommending books that interest them. If they liked a film or TV show, you could recommend the book it was based on, or if they are interested in a topic or era, you could ipakita them books about that time.
If you try to force them, they will not do it, but the odd recommendation from time to time might spark their interest. After all, you can discuss books you like here instead :) .