Using PHP "Variable" in SQL Statement

Okay, I am trying to use a "Variable" in a SQL Statement, but I keep getting errors when I do it.

Here is the current one, that works perfectly fine:

But then I try to do a variable in the place of service_name="SEO Budget Package"'; and I get errors, here is what I try to do:

I would think it would be the same thing but it gives me a :

Parse error: syntax error, unexpected T_VARIABLE in C:\xampp\htdocs\sismedia\orders\fetch.php on line 17

 

look here:

$sql="SELECT * FROM services WHERE service_name='$variable' ";

PHP:

 

Thank you alot Gapz101.