Go with what they enjoy. Comics, magazines, fact books or even books about Xbox games, YouTubers, Lift flap books, joke books. Anything! We spoke to his school to find books he didn't hate. I think the reading schemes at school can kill the joy of books stone dead in weeks!
We read big books together at nighttime snuggled in our big bed. Just a few pages a night and they love it! We've read things like The Hobbit, Roald Dahl, Alice in Wonderland etc
Take the pressure off. No technology in their bedrooms and we limit time in screens to a couple hours a day. Ds goes to bed 30 minutes before lights out. No toys/games. He has lots of books in his room and a shelf next to his bed (on purpose!) He can read or go straight to sleep. Guess what....he decides to read 😌.
He started slowly but he's just started reading full books independently (he's 10). Captain Underpants, Alex Rider, loads of fact books on space. He hates Micheal Morpurgo books and is developing his preferences which we're really pleased about because he's showing an interest etc. We go with what he likes.
We're reading with our youngest. We snuggle, have fun and read together. I hope she'll pick it up better that DS but the same applies. She can look at her books when she's in bed. She reads to us (she can't read so it's really funny at times). No technology on her room.