Including ' in a sed command

[Tim Woodall]

iHi All,

(Typed, rather than cut/pasted so apologies if there's a typo)
This is part of a sed command in a bash script.

sed 's/["'"'"']//'

This matches " or '. It works.

But it's 'unreadable' and almost impossible to find the typo if it's 
wrong.

Is there a better way of writing it? the obvious '["\']' doesn't work.

Tim.