I knew that Dave could sell way more with the same amount of gigs, if not with fewer gigs. So instead of torturing himself further with the constant rejection, I showed him the internet and how to use it to promote his music and get some sales and complement that with the gigs he loved to perform. Dave had to adopt a few new ideas for music marketing. He set up a website and a mailing list, he called venues and booked multiple gigs and created a 4-week tour. By the end of his tour he had over 40,000 people signed up for his mailing list (including those who recommended their friends) and started doing e-mail promotions that keep him and his music on the fore-front of his mailing lists mind. Not only did his website and his mailing list make Dave look much more professional, it also allowed him to sell 8,000 CDs via his website. Not bad, right? If he had continued to do things his way he would have sold 2 CDs at 4,000 gigs. Totally ridiculous. If ...