As a copywriter, it’s my job to make sure the spelling, punctuation, and grammar of our copy is as close to perfect as possible, while still maintaining that sizzle you’ve all come to know and love. After all, our website – the writing, the images, the streamlined design – is a reflection of our company as a whole.
Your promotional products represent you in every way. They demonstrate the quality of your products and services, the considerations of your customer’s needs, and your ability to pass a fourth grade English class. So how do you make sure your writing is reflecting positively on your organization? Know your apostrophes!
This course is Grammar 101 – a guide to using apostrophes.
An apostrophe does two basic things: it lets you know that letters are missing (Shake ‘n’ Bake), or indicates possession (Bret’s company).
its = possessive pronoun (see also: my, his, her, their, your)
Example: Quality Logo Products® is celebrating its 50th year in business!
It’s = contraction of “it is”
Example: It’s a boy!
Quick & dirty rule: If you can replace the word with “it is,” use an apostrophe. If you can replace the word with “her,” don’t use an apostrophe.
Now that you are a pro at this, you basically take the same rule and apply it to this set.
your = possessive pronoun (see also: my, his,her, their, its)
Example: Your zombie fighting skills are rusty.
you’re = contraction of “you are”
Example: You’re zombie food if you go out there.
Quick & dirty rule: If you can replace the word with “you are,” use an apostrophe. If you can replace the word with “her,” don’t use an apostrophe.
All right, it’s time for the lightning round. You’ve got the same rules as above, but now we have an extra homophone, which is a word that has the same sound but a different meaning from another word. This might be all the way up to a fifth grade level, so brace yourselves.
their = possessive pronoun (see also: my, his, her, your, its)
Example: The cats are plotting their revenge.
they’re = contraction of “they are”
Example: They’re using their cute little noses to hide evil intentions.
there = adverb meaning “that location”
Example: I need to go over there to pick up some spray bottles and catnip.
Quick & dirty rule: If you can replace the word with “they are,” use an apostrophe. If you can replace the word with “her,” use “their.” If you can replace the word with “here,” use “there.”
possessives vs. plurals
Get out your pocket protectors, nerds, because if you’ve read this far, you’re really asking for it.
Plural: More than one (noun) are doing something.
Example: The Smiths lost their cat.
Plural possessive: More than one (noun) own something.
Example: The Smiths’ cat disappeared right after the zombie uprising started.
Plural of words that end in “s” (or z, ch, sh, x): More than one (noun) are doing something.
Example: The Joneses are picking whiskers out from between their rotting teeth.
Quick & dirty rule: If there’s ownership involved, use an apostrophe and “s.” If there’s already an “s” at the end, use “es.” If a plural noun owns something, just add an apostrophe.
A. The vampire had its teeth pulled by the dentist.
B. The vampire had it’s teeth pulled by the dentist.
A. I can’t stomach their stupid fruitcake.
B. I can’t stomach they’re stupid fruitcake.
C. I can’t stomach there stupid fruitcake.
A. The McClanes holidays were ruined by the Grubers.
B. The McClanes’ holidays were ruined by the Grubers.
C. The McClanes’s holidays were ruined by the Grubers.
1) A, 2) B, 3) A, 4) B
So, how’d you do? Are there any other spelling, punctuation, or grammar rules that frustrate you? At Quality Logo Products®, our customer service representatives do the best they can to make sure errors like these don’t happen, but the customer ultimately has final approval.
Feel free to bookmark this page, and come back to visit whenever you want.
Until next time, keep expanding your brand!