where clause of my selectlayerbyattribute_management keeps returning error

Discussion created by kpearson272 on Mar 26, 2013
Latest reply on Mar 28, 2013 by kpearson272
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.