That New Store? Really? Once upon a time I suppose. Readers trust words while they fact check from their experience and understanding. They begin the process of evaluation with trust rather than distrust. Each will continue to believe, even as they look through windows to the empty shelves beyond. Soon, small details like the paint worn steps, beat up door, and the "Now Open" sign begin to erode their belief in the words "That New Store."
Words are powerful.