diff --git a/CONTRIBUTING.md b/CONTRIBUTING.md
index 175e5cd..f04ef19 100644
--- a/CONTRIBUTING.md
+++ b/CONTRIBUTING.md
@@ -32,7 +32,7 @@ When you contribute, keep in mind these conventions:
 	-	Use oriented apostrophes (Unicode’s, not ASCII's).
 	-	Use em dashes — like this (not two hyphens -- like this).
 -	Section conventions: When appropriate please add sections covering these items (where *X* = EC2, S3, etc.):
-	-	*X Basics*: The elementary facts you should know if you don't yet know anything about the service.
+	-	*X Basics*: The elementary facts you should know if you don’t yet know anything about the service.
 	-	*X Alternatives and Lock-In*: Should you be using this service or something else? Is the decision an important one that locks you in?
 	-	*X Tips*: Everything you should know about the service, from big stuff to details.
 	-	*X Cost Management*: Tips specific to that service on reducing or managing costs.
@@ -40,4 +40,4 @@ When you contribute, keep in mind these conventions:
 -	Not all sections need to follow the above conventions exactly. Strive for consistency, but clarity is more important.
 -	Note we try to make sections uniquely titled, so GitHub links to Markdown section anchors don’t collide and are stable.
 
-Note we try to keep consistent formatting in Markdown via [markdownfmt](https://github.com/shurcooL/markdownfmt). We run **admin/reformat.sh** to do this, but you don't have to worry about it unless you really want to.
+Note we try to keep consistent formatting in Markdown via [markdownfmt](https://github.com/shurcooL/markdownfmt). We run **admin/reformat.sh** to do this, but you don’t have to worry about it unless you really want to.