> .CW "this phrase is spicy with \[lq]Courier\[rq] powder" .
Also, within a double-quoted request or macro argument, you can use a double double-quote to get a single double-quote in the argument: .CW "| ` ' \[aq] \[lq] \[rq] \[dq] "" |" but you'll only need this if you're typesetting computer code like shell command lines (or you are writing macros that write macros), in normal text \[lq] and \[rq] look much better.
