Any advice on how to encourage people that already know how to play chess to read,study games on databases to improve there game? Some of the player at our club believe if all that was good then why don’t i win ever game since i am trying to be a student of the game when they don’t read or study and win games. Is there a way to get them to see that just because i read and study chess doesn’t mean i will never lost against a person who don’t…
I wish I knew. My grandson is academically gifted (9yro) and plays in the school’s (or city’s) tournament and just about forgets the game in the meantime. I let him play against a very easy website http://www.gamesforthebrain.com/game/chess/ and he freaked out at the instant responses. Each year I have one (two at most) cramming sessions and each year he finishes in the middle of the pack … or worse. If he had any spark for the game at all. Sigh 
I think there are a couple of different answers to your question.
First, if there was some magic formula for study that would make us all Grandmasters, I think we’d all be using it! 
But second, different people learn differently. Reading books and going through the positions will work for some people, but others might respond more to having a teacher speak to them (auditory learning.) Still others might want to slide the pieces around on a physical board for tactile and 3d visual learning, while for others using a 2d database diagram and stepping through via mouse or keyboard works better. What works for you may not work for me, and vice versa.
But the other reality is that different people have different goals in chess. I recently wrote about goals in my blog. One thing I didn’t cover, though, is that there are people who are simply content to play the game in front of them. They are not interested in ‘learning’ or ‘improving their play,’ as strange as that may sound. Such people have different chess goals than you do. And that’s OK, too.
Classical theory suggests, though, that as you study, learn, play, and review your play that you will improve. In a club environment, you can also study what others play and prepare specific lines and traps against them - an entirely different form of study. (Similar to how GMs will review the most recent games of other GMs to try and identify weaknesses they can exploit…)
Assuming you reach those goals and become a stronger player, you will become an example for others to follow in how study and learning can help a player become stronger. That probably has more going for it than any amount of persuasion you could make. 
For my own blog, click the globe to the right.
Growing up thru early college I met a number of people who played the game but never made any attempt to study it–whatever they could learn was just from playing the game. Of course, chess is after all a recreation–they enjoyed it and I enjoyed hanging out with them. In my case I was given the right chess book at the right time.
I never even made master, much less that title with International or Grand in front of it. Had I been brought up in a bigger city I probably could have made it, but in a chess desert, organizing and directing is as important as playing and studying the game.
In directing or helping with scholastic events over the years I have seen hundreds if not thousands of games where any insight or previous study could have turned a game around. Some famous basketball coach once said, “The will to win is not nearly as important as the will to prepare to win.”