I could go on about my disdain for the wrong use of “there,” “they’re,” and “their,” or “hear” and “here,” but what really drives me batshit crazy is the improper use of “its” and “it’s.” There is no reason that it’s confusing. Seriously. If you fuck this up regularly, there is something wrong with you, you had a shitty teacher in junior high, or you just don’t care, which is almost worse. Language is sacred to me. When you mangle “it,” you figuratively shit all over my Strunk & White with your grammatical apathy.
This is all you need to remember: if you can say “it is” instead of “it’s” and it sounds right, then you should use an apostrophe. “It’s” is a contraction and should ONLY ever be used that way.
It is raining men = It’s raining men = Perfectamundo.
The rain in Spain falls mainly on it’s plain = Just plain wrong.
If you need any further help remembering this, I can go Pavlov on your remedial English ass and inflict a little conditional response with my fist every time you bungle "its" usage. That should remedy the situation, don’t you think?