I totally understand your problem...I am guilty of doing the same thing, but always realize that I never needed to pack that many shoes. However, to answer your question, I have a book that offers packing advice and I dont think you will ever be able to fit 10 pairs of shoes in one suitcase, but the advice that they offer is to lay your clothes flat across your bag clearly with excess hanging out the sides of the bag, then lay your shoes inside the bag on top of your clothes (in a ziplock bag, so they dont get your clothes dirty) and then fold up the sides of the clothes over the shoes. As far as how to lay the shoes, usually, if you do it with the tops of the shoes facing eachother but in the opposite direction (toe to heel) that works best.
Good luck - maybe you can cut it down to 5 or 6 pairs, and then you should be okay.
Hope this helps,