After some experimenting - here's how for anyone that may need it.
step 1 - create attribute
You need to determine from the entity_types table what kind of entity (1-8) for your type. In this example - products.
INSERT INTO magento
.eav_attribute
(entity_type_id
,attribute_code
,backend_type
,frontend_input
,frontend_label
,frontend_class
,is_required
,is_user_defined
,is_unique
)
VALUES
(4,'lcase_no_space_name','varchar','text','Foo','validate-digits',0,1,0);
set @attrbuteid = LAST_INSERT_ID();
step 2 - insert into catalog_eav_attribute
INSERT INTO magento
.catalog_eav_attribute
(attribute_id
,is_global
,is_configurable
) VALUES
(@attrbuteid,0,0);
step 3 - this determines where it shows. You'll need to determine what attribute_set_id (eav_attribute_set table) and what attribute_group_id (eav_attribute_group table) is. This is for a simple product. For configurable, you'll need to use the ids for the configurable items.
INSERT INTO magento
.eav_entity_attribute
(entity_type_id
,attribute_set_id
,attribute_group_id
,attribute_id
,sort_order
)
VALUES (4,4,7,@attrbuteid,31);