R.C. Sproul poses the question in The Holiness of God and then proceeds to answer it.
The simplest answer I can give to this vital question is that we can’t. Loving a holy God is beyond our moral power. The only kind of God we can love by our sinful nature is an unholy god, an idol made by our own hands. Unless we are born of the Spirit of God, unless God sheds His holy love in our hearts, unless He stoops in His grace to change our hearts, we will not love Him. He is the One who takes the initiative to restore our souls. Without him we can do nothing of righteousness. Without Him we would be doomed to everlasting alienation from His holiness. We can love Him only because He first loved us. To love a holy God requires grace, grace strong enough to pierce our hardened hearts and awaken our moribund souls (222).