Notice the error message indicates what I told you -- there is an opening quote (tic) mark, then you need two to become a single one; since you only put one the error message shows a single tic followed by the rest of your text.
Billyboyo and Mr. Sample are correct. I've been doing Assembler for more than 40 years, and I still have to think about it! CLI X,C'''' for example. C' starts the character constant, '' creates a single quote, and then ' to terminate the character constant. It woulld be clearer if I used code tags: