Sleep avoidance

We went to see Cath to get some tips on how to make Toby sleep, and she has suggested feeding him everytime he cries, so over the course of a day he gets really full, which will make him tired so he will go to sleep. Sounds good in theory, but now I just seem to feed him non stop all day and he still won't go to sleep until 10.30pm! It has stopped the crying periods though which is a relief.
Everyone at mothers group today loved the shirt Toby was wearing that his Daddy bought for him.