where clause of my selectlayerbyattribute_management keeps returning error

Question

Refering to ArcGIS 10 Help, I have tried writting my where clause exactly as stated in the help (using quotes, brakets, etc) and I keep getting Error 000358: Invalid expression Failed to execute (SelectLayerByAttribute).  I am running this inside arcmap.arcpy.SelectLayerByAttribute_management("zipcode_27012", "NEW_SELECTION", "NAME" = '27012')

There must be something obvious I am missing.

KP · Answer

I ended having to use three(""") to get it to work.

JakeSkinner · Answer

The syntax I posted initially should work.

KP · Answer

Simply a shapefile.