The easiest answer is to start early. If you start reading regularly to your child while they're an infant, and continue the practice as they get older, it should be a seamless transition.
If you start later, it becomes a bit more difficult, particularly if regular television viewing becomes part of the routine, as a child used to fast-paced, brightly colored images on a TV screen may find the images in a book, and the "pay-off" of having it read to them, a bit slow-paced and dull by comparison.
The best strategies involve subject matter, timing, and delivery.
One of the big advantages of books is that it is very easy to find something tailored to your child's interests. Most kids have one or more topics that they really enjoy. These can fluctuate pretty often, depending on the kid, but I've noticed that borderline "obsession" with specific topics is common. Whether it is cars, dinosaurs, Star Wars, animals, tractors, trains, dolls, or (one of my favorites) "evil princesses", most kids have some topics that instantly get their attention. All you have to do is pick books that match your child's interests.
If you really can't find any books that match your child's interests, write your own!
Be sure not to pick stories that are too long or slow-paced, though, at least at first. If the book you found that is on an interesting topic, plan on reading only part of it, and find a stopping point before you think your child will lose interest.
It can help keep a child interested in reading if you establish it as part of a routine. The best time to read is often when the child is winding down, either after a meal, or right before going to sleep. Reading a book is a good way to segue into a nap or bedtime.
The final part is delivery. Get silly. Make funny noises as sound effects. Give each character a unique voice. Have any animals make noises. They don't have to be accurate imitations; my son still enjoys hearing me make "giraffe noises" (inspired by South Park: Bigger, Longer, and Uncut; and no, my son has not watched that movie!). Feel free to interrupt the story line with sidebar conversations if you think it will interest or amuse your child.
I sometimes detour from the story to relate the contents of the story to recent events my son experienced (e.g. if the character in the book sees their grandmother, I may say "that's just like when you saw Grandma this morning! Remember?" or "Curious George is a monkey, just like the ones you saw at the zoo yesterday. Remember the monkeys, and the baby orangutan that you saw playing? Wasn't that fun!"). Sometimes I add in my own editorial comments, or even new plots or stories.
The important thing is that you have fun with it, too. The more you enjoy telling stories, the more your son will enjoy you telling them to him.