Teachers who are successful at teaching both the skill and the love of reading provide a foundation for lifetime reading. All too often, building motivation for reading is neglected in reading instruction and classrooms. Nine teachers were trained in seven motivational principles and then invited to make an implementation plan using as many of the motivational principles as they desired. Initially, teachers selected only a few of the principles; however, observation showed teachers adding more of the elements as they witnessed increased enthusiasm among their students. Students demonstrated increased excitement and pleasure for reading by choosing to read more at school and home, asking for opportunities to share what they were reading, and using their free time to read. Teachers reported a renewed enjoyment in teaching reading.