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There are no shortened forms of verbs (e. g. “it's”, “isn't”, “can't”, “don't”) in formal English. Remember that “it's” is short for “it is” and has nothing to do with a possessive form of “it”. The following three sentences illustrate the difference.

“The powder is red. It's a red powder. Its colour is red.”

If you always write out the forms of verbs, this problem will disappear.