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SQL Statements and Extensions for the Salesforce Driver : SQL Expressions : Literals : Character String Literals
  
Character String Literals
Text specifies a character string literal. A character string literal must be enclosed in single quotation marks. To represent one single quotation mark within a literal, you must enter two single quotation marks. When the data in the fields is returned to the client, trailing blanks are stripped.
A character string literal can have a maximum length of 32 KB, that is, (32*1024) bytes.
Example
'Hello' 'Jim''s friend is Joe'