Problem moving a "Soft Return" from Excel to Word

I need a "soft return" (what happens when you hit "Shift+Enter" rather than "Enter") while exporting from Excel 2007 to Word 2007.

I have tried all of the below:

.Content.InsertParagraphAfter
.Content.InsertAfter vbCr
.Content.InsertAfter vbCrLf
.Content.InsertAfter vbLf
.Content.InsertAfter Chr(13)
.Content.InsertAfter Chr(10)

and they all insert an identical "hard return" (what you get if you hit "Enter")

So, what is the difference between those, and how the heck do I get a "Soft return?"

Thanks!