diff --git a/README.md b/README.md
index 118013b..7602663 100644
--- a/README.md
+++ b/README.md
@@ -91,17 +91,23 @@ Queries can be nested:
 => ["SELECT * FROM foo WHERE (foo.a IN (SELECT a FROM bar))"]
 ```
 
-There are helper functions and data literals for field qualifiers, SQL function
-calls, raw SQL fragments, and named input parameters:
+Keywords that begin with `%` are interpreted as SQL function calls:
 
 ```clj
-(-> (select (sql/qualify :foo :a) (sql/call :count :*) (sql/raw "@var := foo.bar"))
+(-> (select :%count.*) (from :foo) sql/format)
+=> ["SELECT COUNT(*) FROM foo"]
+```
+
+There are helper functions and data literals for SQL function calls, field qualifiers, raw SQL fragments, and named input parameters:
+
+```clj
+(-> (select (sql/call :foo :bar) (sql/qualify :foo :a) (sql/raw "@var := foo.bar"))
     (from :foo)
     (where [:= :a (sql/param :baz)]))
-=> {:where [:= :a #sql/param :baz], :from (:foo), :select (#sql/call [:count :*] #sql/raw "@var := foo.bar")}
+=> {:where [:= :a #sql/param :baz], :from (:foo), :select (#sql/call [:foo :bar] :foo.a #sql/raw "@var := foo.bar")}
 
 (sql/format *1 {:baz "BAZ"})
-=> ["SELECT COUNT(*), @var := foo.bar FROM foo WHERE a = ?" "BAZ"]
+=> ["SELECT FOO(bar), foo.a, @var := foo.bar FROM foo WHERE a = ?" "BAZ"]
 ```
 
 Here's a big, complicated query. Note that Honey SQL makes no attempt to verify that your queries make any sense. It merely renders surface syntax.
diff --git a/src/honeysql/format.clj b/src/honeysql/format.clj
index 41afd58..1420826 100644
--- a/src/honeysql/format.clj
+++ b/src/honeysql/format.clj
@@ -154,7 +154,11 @@
 
 (extend-protocol ToSql
   clojure.lang.Keyword
-  (-to-sql [x] (-> x name (string/replace "-" "_")))
+  (-to-sql [x] (let [s ^String (name x)]
+                 (if (= \% (.charAt s 0))
+                   (let [call-args (string/split (subs s 1) #"\." 2)]
+                     (to-sql (apply call (map keyword call-args))))
+                   (-> s (string/replace "-" "_")))))
   clojure.lang.Symbol
   (-to-sql [x] (-> x name (string/replace "-" "_")))
   java.lang.Number
diff --git a/test/honeysql/core_test.clj b/test/honeysql/core_test.clj
index 5e8c383..f77d271 100644
--- a/test/honeysql/core_test.clj
+++ b/test/honeysql/core_test.clj
@@ -8,7 +8,7 @@
 
 (deftest test-select
   (let [m1 (-> (select :f.* :b.baz :c.quux [:b.bla "bla-bla"]
-                       (sql/call :now) (sql/raw "@x := 10"))
+                       :%now (sql/raw "@x := 10"))
                ;;(un-select :c.quux)
                (modifiers :distinct)
                (from [:foo :f] [:baz :b])
@@ -27,7 +27,7 @@
                (limit 50)
                (offset 10))
         m2 {:select [:f.* :b.baz :c.quux [:b.bla "bla-bla"]
-                     (sql/call :now) (sql/raw "@x := 10")]
+                     :%now (sql/raw "@x := 10")]
             ;;:un-select :c.quux
             :modifiers :distinct
             :from [[:foo :f] [:baz :b]]