Spelling and punctuation mistakes – particularly on your home page – are the quickest way to turn off picky customers – like me. And one of the most common mistakes I see concerns the misuse of “its”, “it’s” and “its’”. Let’s sort it out once and for all.
When to use “it’s”
“It’s” is short for “it is” or less often “it has” – the apostrophe denotes the missing letter or letters. So whenever you go to use “it’s” , in your mind expand it to “it is” or “it has” and see if it still makes sense.
e.g. It’s a very hot day.
Does it still make sense to say, “It is a very hot day”? Yes, it does. So you are right to use the apostrophe here.
It would NOT be correct to say, “Its a very hot day” for reasons I’ll now explain.
When to use “its”
Use “its” when you want to indicate possession. So when you go to use “its”, ask yourself, “Does something possess these qualities or things?”
e.g. Its feathers are brown.
We’re talking about feathers here. Does something possess the feathers? Yes, presumably a bird.
It would NOT be correct to say, “It’s feathers are brown”, because if you use the apostrophe, it really means, “It is feathers are brown”. Does that make sense? No, it doesn’t.
When to use “its’”
There is only one time you can use “its’” – and that would be never. “Its’” doesn’t exist. Never has and hopefully never will.
Quick summary for it’s, its and its’:
It’s – means “it is” or “it has” – it’s a common mistake.
Its – indicates possession – its use is likely do diminish your prospects.
Its’ – indicates ignorance – It’s never correct to use its’.
Quick It’s, Its or Its’ Quiz:
In each case, which is the correct option?
(Answers below)
1. Worst US President
a. It’s arguable that George W. Bush was the worst ever U.S. president.
b. Its arguable that George W. Bush was the worst ever U.S. president.
c. Its’ arguable that George W. Bush was the worst ever U.S. president.
2. Beautiful design
a. It’s design is simply beautiful.
b. Its design is simply beautiful.
c. Its’ design is simply beautiful.
3. Texting with the iPhone
a. Its not easy to use it’s SMS facility in a moving vehicle.
b. Its not easy to use its SMS facility in a moving vehicle.
c. It’s not easy to use its SMS facility in a moving vehicle.
Answers:
1. a. 2. b. 3. c.