From a blog critical of typographic faux pas comes this handy rhyme for remembering the difference between apostrophes/quotation marks and foot/inch marks: “Straight up and down you’re in foot mark town! / A contraction you say? Use apostrophes every day! / You want to say ‘Hi!’ to a chum or a neighbour? / Use inch marks and everyone will think you’re an idiot!” Guilty as charged.