First, to make them enjoy books:
Read to your children
Without competition the most important aspect. Your kids enjoy spending time with you, so they'll love when you read to them. Make sure you read to them every day. Include it in the bedtime routine, but also read to them in the daytime, when the ambition isn't for them to fall asleep, but to listen to the story.
Make sure the content and difficulty of the books are appropriate to their skill. I don't know what age your kids are. Toddlers will generally be interested in cardboard books with varying textures that they can feel, and things they can press to make sounds, etc. Don't mind if they bite the books; at that age, you want them to experience books with all their senses. Books with a small audio board to play different tones or sounds can be appreciated also by somewhat older kids. Kids that don't immediately take to books with stories that you read may be more interested in song books, where you sing together.
Some kids have too much energy to be still in the couch while you're reading. Don't assume that they're not paying attention just because they're fiddling with something else. Some people need to preoccupy themselves with something in order to pay attention. Sitting down with a parent and reading a book has always been a favourite activity with my oldest, something that could go on for hours, if she could decide. My youngest will often bring a book, but appear to lose interest quickly and go away to do something else. If I keep reading to my oldest, and happen to read, say, "crocodile", or something else my youngest is interested in, it's immediately obvious that he was listening all the time, as he'll come running "I also want to see the crocodile".
Get a big shelf of kids books that you enjoy
Kids are often content hearing the same story over and over, and I'm sure there's a value to that; that they're picking up more and more of it every time, or that the predictability does something for them. I'd say, though, that the biggest obstacle to making a good reading habit is that it is the adult who has to take the time to actually read. The adult needs to be incentivised, or the reading won't happen as often as it ideally should.
Choose books you enjoy reading, to increase the likelihood that you'll do it. Get a wide variety of books so you don't lose interest, even though your children might be content with less.
Also, having a lot of books around the house increases the chance that they'll see something they'll be interested in, and pick up a book themselves, just to look at the pictures. Back when libraries were open, besides the books we own, we used to have some 30+ borrowed books at home at all times, rotating the selection roughly once a week. Bringing the kids to the library, when it's open, is also great. The children's area of a big library are often magical places for kids.
Read books yourself
Role model reading books. Make sure they see you reading books and realize that this is something adults do. Remember the rule of thumb, kids don't do what you tell them to, they do what you do.
I find this incredibly difficult to find time for myself. Audio books are so much easier to find the time for, but they have no visual impact. At the very least, I try to make sure that adult books are have a prominent presence in the house.
Use reference books. Again, this is something that will be easier if libraries are open where you are, but if you happen to have encyclopedias, dictionaries and other reference books at home, great. When your kids come to you with questions about the world, don't rush to satisfy their curiosity. Resist the urge to do a google search. Go pick up a book and find out the answer together.
Invite reading everywhere
Make a reading corner in hour home, or by some other means, create a space that invites reading. A cozy place with blankets, bookshelves, reading light and shielded off from noise and distractions. Make sure it's big enough for you to join them.
In the summer, books and lemonade on a blanket is golden.
Make sure they have books to look in, for long car rides, where you can't read to them. Simply put, make sure books are everywhere, and the default option for entertainment.
Second, to introduce reading:
Introduce the alphabet
Inspiring an interest in letters and the alphabet is a natural first step towards reading. Have alphabet jigsaw puzzles. Sing alphabet songs. Acquaint them to the initial letter of their name, as "their" letter.
Introduce phonological awareness and build vocabulary
Direct their attention to the individual sound components in words. Puns and rhymes are good ways to pick apart words and inspect their sound quality as an entity decoupled from the object they reference.
Following their skill, play games with the kids about taking turns to come up with words that rhyme, or later on, taking turns to say a word beginning with the sound that the prior word ended on (exaggerate the sound in your pronunciation and help them out a lot; initially, kids will enjoy a game more if they can succeed in it). Play games with combining sounds, starting with composite words ("what do you get when you combine 'snow' and 'man'?") and later on, any word ("what do you get when you combine 'ca' and 't'"?). More difficult yet; subtract sounds ("what's 'carpet' without 'pet'?").
Another easy game to start with, focusing more on vocabulary than the sounds of words, is to take turns and name things within a defined category. "Let's say all the fruits we can think of". Again, give hints and help them be successful.
Point out reading opportunities in the real world
Besides reading books, which you may or may not have been successful in making an end on its own, point out how reading is ubiquitous. Do you have parking signs which just have the letter "P"? That's an excellent first step, once you think they recognize some of the letters. "Hey, do you see what letter that is? That's right, P. You know why there's a sign that just says 'P' there? It's for Ppppparking. It lets drivers know that they may park here."
Obviously, the real world is full of reading opportunities. Bring signs and logos into their awareness, and show them that this is how you navigate the world. You can do that before they're able to read the words themselves, just to point out the value of reading. "Here's how I know this store is open"; "Here's how I know what they sell".