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Welcome to the forums Dizzy. Can't see that link you posted, but I imagine that you should be familiar with some drawing drawing softwares like Coreldraw, Adobe Illustrator or Photoshop to be able to "create images" with words. In Corel, the "envelop" and maybe the "powerclip" tool are some of the tolls used for those kinds of effects. Off course, it's not a "one click" process, so you really have to start learning the tools of the trade.
In Photoshop you have text warp, free transform, Liquify filter and some distort filters (make your own displace filters). Use masks to confine to the shape, you want to fill.
Start with a text at least the size of the final.
It's much more flexible to use the tools in vector drawing programs.
Inkscape is perfect for this, and it's free.
If you have good handwriting .....low tech way. Print out the image that you want done(to size). Then tape down. Tape some tracing paper over, with pencil trace the outline. Then with marker put the words in by hand. When you get it the way you want. Erase the the pencil. Scan back in,touch up make screens.....so on. Yes, programs can help with this. All in how far do you want to take it and the programs you have to use(how well you know them).
Creating Images with Words? 
Heat Transfer Paper Price List
