Correct way to call a product page using a static block in Magento -

I have a content slider setup and works correctly, but when trying to add a URL to content navigation I still see my placeholder (#) in the link instead of viewing the link. What is the correct way to call a product in a static block? I tried to use something on the lines of this:

  & lt; Ul id = "nav1" & gt; & Lt; Li & gt; & Lt; Input id = "array_text_0" type = "hidden" value = "
  & Lt; / Li & gt; & Lt; Li & gt; & Lt; Input id = "array_text_1" type = "hidden" value = "
  & Lt; / Li & gt; & Lt; Li & gt; & Lt; Input id = "array_text_2" type = "hidden" value = "
 gt; & lt; a href =" {{store_right_url = '/ apparel / shoes / men / asics-men-s-gel -kayano -xii.html '}} "& gt; & lt; / a & gt; & lt; / li & gt;" /> & Lt; / Li & gt; & Lt; / Ul & gt;   
 However this does not change from the link (#)   
 
 
 I have just tested with a product at  /frame.html  for linking to that page in a static block, I  {{store direct_url = "frame.html"}}  ( url , instead of using  direct_url , removes the following slash.)  
 Do you think you have disabled caching? If not, disable it and try again.  
  Edit : It is also a fact that you have used double-quotations to wrap arguments  and  importance. You will either need to avoid double quotes used as a value or use single-quotes.