It's NOT a Choice!

Here is another common error that creeps up on you when you don't take the time to think through what you are actually trying to say ...

To use "it's" or "its" ... THAT is the question.

"It's" is a contraction - it is short for it is or it has while  "its" is a possessive pronoun - as in "The jaguar killed its prey."

A good way to verify if you have chosen the correct i-t-s is to ask yourself if the i-t-s can be substituted with it is or it has ....if so, use "it's", if not, use "its"