How do I programmatically save text with apostrophes in MSSQL text-field?

For example:

Set dbLogin = Server.createobject("ADODB.Connection")
dbLogin.Open Session("gDB_ConnectionString")

strText = "Here's your feedback"

strSQL = "INSERT INTO Feedback "
strSQL = strSQL & "(message, enteredby) VALUES "
strSQL = strSQL & "('" & Request.Form("txtMessage") & "', "
strSQL = strSQL & "'" & Trim(CStr(Request.Form("txtEnteredBy")))
strSQL = strSQL & " at " & Session("Username") & "')"

dbLogin.Execute(strSQL)

TIA.