To learn more about the different steps to create a custom field, read the For developers: Create custom fields for product types article.
Here is a list of the things that are specific for the long text field:
When creating a long text field you must also add meta attribute ControlTag. The value of the attribute must be the following: string.Format("<sitefinity:HtmlField runat=\"server\" DisplayMode=\"Read\" Value='<%# Eval(\"{0}\")%>' />", wcfField.Name)
Use the following code sample:
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