It is a bit of a faff to use the values as Paul recommends, as the dialog for inserting content controls is poor; which is why I personally preferred to do it all in VBA, which does however require more code; however what he has done is to separate the 'lines' using a pipe character, then in VBA replace the pipe character with a line break
Thus for Value he has used -
Phone: 08 1111 1111|Fax: 08 2222 2222|Email:
sales@roundhousenurseries.com.au
This forum's software may screw that up by applying a hyperlink, but it should give you the idea.
Insert Content Control Add-In may be useful to you, though it does not allow the editing of Values. I may put that in a future version, but as it was written primarily to expedite work for a private client, it is not high on my todo list.