As a contributor to GuruWatch.org, I noticed that celebrity guru, Suze Orman, is at it again. At what you might ask? Writing a new book, for one. And marketing herself, for another. Notice that she clearly gave thought to the colors to be used on her latest book cover. In short, she definitely knows how to make money .... for herself at least!

Suze Orman has partnered with TD Ameritrade (NASDAQ:AMTD) to offer brokerage account bonuses to women who read and follow the advice from her latest self-help book "Women & Money: Owning the Power to Control Your Destiny." In the book, Orman outlines a simple five-step, the "Save Yourself Plan," intended to help women find long-term financial security. TD Ameritrade is helping to promote Orman's book by offering a $100 bonus to clients who follow the Save Yourself Plan, open a new brokerage account during the month of March, and make monthly direct deposits of $50 or more for one year.

Forgive my eternal cynicism, but the "Save Yourself Plan"? I'm undecided whether that name is meant to motivate women by instilling fear or by uplifting their spirit. Orman explains it this way, "What's at stake is far bigger than money itself; it's about every woman's sense of who she is and what she deserves, and why it all begins with the decision to save yourself."

Would TD Ameritrade really care if women followed Orman's advice? The key is to build up the necessary illusion that they're after your best interest, and not your fees/commissions. The brand marketing strategy to reach out to women investors is a smart one.

As for Suze, increasing book sales would not be a bad thing at all for her bank account. I wonder if she uses TD for that? Hmm ...