Easy points. Quick search didn't tell me what I wanted.
I want something like
DECLARE myVariable nvarchar[MAX] = "hello world".
Bonus points if you show me how to encode a quote in the string.
eg.
I want the string to read
John said to Emily "Hey there Emily"
my attempt would be
DECLARE myVariable nvarchar[MAX] = "John said to Emily \"Hey there Emily\""