Topic: Adding my own Integration Call.

Hi All - 1stly a 'health warning' - I'm integrating tinymce for the very 1st time so if my Q is stupid etc...

We have integrated tinymce into Dynamics CRM 4.0. It appears within an IFrame in an entity form.
The version we have used is the plugin vers: http://www.tinymce.com/tryit/jquery_plugin.php

I have added the following Integration call:

<a href="javascript:;" onmousedown="$('#content').tinymce().execCommand('mceInsertContent',false,'<b class=\'mceNonEditable\' style=\'background-color:rgb(255,255,0)\'>{$crmForm.all.jsa_entity.Text}</b>');">[Insert Field]</a>

crmForm.all.jsa_entity is an attribute on the CRM form, and I was hoping that the above would insert the value of said attribute - but all that is actually being inserted in the Editor form is the literal '{$crmForm.all.jsa_entity.Text}'.

Any ideas how I can parse my attribute and thus add its value?

Hope someone can help,