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Or... Is it a case of putting each word on it's own layer and creating the heart myself?
I think we should leave this here actually because it's just going round in circles. I don't know if it's maybe me not explaining it clearly enough or you not understanding what I'm asking.
.....but I'm wondering how you 'break' the text in the custom shape to introduce a vertical word to the heart shape - given in the example I've shown the space for the vertical words are perfect rectangles, without the horizontal words close to the vertical ones looking messy.