It's a shame
A while back, I rhapsodized about the correct use of apostrophes. Among other things, I said that apostrophes are used to show possession: Archie's amiability, Betty's buoyancy, Jughead's jocundity. I briefly mentioned an exception to the rule, and I want to address that exception further, so nobody does any finger-pointin' my way when they screw up.
Its---that's I-T-S, no apostrophe---is a possessive pronoun. "It" (whatever "it" is) owns, has possession of, is imbued with, etc., whatever follows in the sentence, e.g.: its marketability, its assailability, its je ne sais quois (I learned that inFrench Freedom 101).
It's---that's I-T-apostrophe-S---is a contraction meaning "it is." That's all it means. If we write it's marketability makes it a no-brainer to sell, then we're really saying it is marketability makes it a no-brainer to sell, which will probably lose us a sale to anybody with a brain.
Here's hoping it's a no-brainer for you, from now on.
A while back, I rhapsodized about the correct use of apostrophes. Among other things, I said that apostrophes are used to show possession: Archie's amiability, Betty's buoyancy, Jughead's jocundity. I briefly mentioned an exception to the rule, and I want to address that exception further, so nobody does any finger-pointin' my way when they screw up.
Its---that's I-T-S, no apostrophe---is a possessive pronoun. "It" (whatever "it" is) owns, has possession of, is imbued with, etc., whatever follows in the sentence, e.g.: its marketability, its assailability, its je ne sais quois (I learned that in
It's---that's I-T-apostrophe-S---is a contraction meaning "it is." That's all it means. If we write it's marketability makes it a no-brainer to sell, then we're really saying it is marketability makes it a no-brainer to sell, which will probably lose us a sale to anybody with a brain.
Here's hoping it's a no-brainer for you, from now on.