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+Are you trying to escape that single quote? `echo 'You'\''re doing it wrong'`.
+==============================================================================
+
+### Problematic code:
+
+```sh
+echo 'You\'re doing it wrong' # unclosed single quote
+```
+
+### Correct code:
+
+```sh
+echo 'You'\''re doing it wrong'
+echo $'You\'re doing it wrong' # ksh/bash/zsh "c-style" quote
+```
+
+### Rationale
+
+In POSIX shell, the shell cares about nothing but another single quote to terminate the quoted segment. Not even backslashes are interpreted.
+
+[POSIX.1 Shell Command Language § 2.2.2 Single Quotes](http://pubs.opengroup.org/onlinepubs/9699919799/utilities/V3_chap02.html#tag_18_02_02):
+
+> Enclosing characters in single-quotes ( `''` ) shall preserve the literal value of each character within the single-quotes. A single-quote cannot occur within single-quotes.
+